(a) What is personal selling?
(b) Explain four reasons why firms engage in personal selling.
Explanation
(a) Personal selling; is a direct, face-to-face or person-to-person communication with the customer. Personnel of the firm comes into contact with the customer and shows the customer how to use the product. The salesperson must be courteous, tactful and have a clear knowledge of the product being marketed.
(b) Reasons, why firms engage in personal selling, are:
(i) It allows the salesperson to foresee a customer’s particular needs and problems.
(ii) It makes it possible for immediate feedback from the customers.
(iii) It is also an important public relations tool utilized by firms to project their image.
(iv) It is good when a new product is to be introduced.
(v) It is also used by firms that sell technical goods requiring installation and demonstration on how to use such technical products.
(vi) Personal selling provides the firm with the opportunity to obtain firm orders and also sales are made on the spot.