Personal selling has a number of positive and
negatise atributes, On the positive side, personal selling provides individual
attention for each consumer and is able to pass along a lot of information.
There is a dynamic, rather than passive, interaction between buyer and seller.
This enables the firm to apply the concept of a buyer-seller dyad. which is a
two- way flow of communication between both parties. This is not possible with
advertising.
Personal selling approaches can be flexible and
adapted to the needs of specific consumers. For example. a real estate broker
would use a different sales presentation for a couple looking for their first
home than for a couple looking for their second home. The salesperson can use
as much persuasion as necessary and balance it against the need for
information. There is less waste with most forms of selling than
with advertising. Personal selling centers on a more defined and
concentrated target market. In addition. customers who walk into a store or who
are contacted by a sales person are more likely to purchase a product or
service than those watching an advertisement on television. Finally, because advertising
stimulates consumers, those who make it to the personal selling stage are key
members of the target market. Door-to-door selling, where unsolicited, has the
highest amount of wasted audience in personal selling.
Personal selling clinches sales and is often the
last stage in the cons umer’s decision process. Taking place after an
information search and esposure to advertisements. it holds on to repeat
customers and customers already convinced by advertising and resolves any
doubts or concerns of undecided consumers. Personal selling answers any
remaining questions about price, warranty, and other factors. It also settles
service issues. such as delivery and installation.