Marketing Communications

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Marketing Communications
Personified Promotion

9 Personified Promotion

PERSONAL SELLING

Personal selling is a type of interpersonal communication which brings to a prospective buyer’s attention,
information that will satisfy a need with hopes of achieving a response, usually in form of a purchase.

PERSONAL SELLING DEFINED: as the oral presentation in a conversation or discussion with one or more
prospective purchases for the purpose of making sales.

Personal selling, which is a form of personified promotional communication is unique because it is
dyadic and most effective promotional tools of certain stages of buying process, especially in building
up buyer’s preference, conviction and purchase action. The reason is that personal selling in comparison
with advertising has three distinctive qualities:

1. PERSONAL CONFRONTATION: Personal selling involves an alive, immediate and
   interactive relationship between two or more persons. Each party is able to observe each
   other’s need and characteristics at close hand and make immediate adjustments.


2. CULTIVATION: Personal selling permits all kinds of relationships to spring up, ranging
   from a matter of fact selling relationship to a deep personal friendship.
   In most cases the sales person must use techniques and tact to entice the buyer. At times, the
   salesperson may be tempted to put pressure or to deceive to get an order but will normally
   keep the buyer’s long-run interests as heart.


3. RESPONSE: Personal selling makes the buyer feel to be under some obligation for having
   listened to the sales presentation or using up the sales person’s time, the buyer has a greater
   need to attend and respond, even if the response is a polite “thank you”.

Personal selling, if used by scientifically selecting, building and managing an effective sales force as part
of a total marketing mix, can provide a more cost – effective promotional tool.

A cost effective management of personal selling can be achieved by focusing adequate attention to
these factors:

1. Establishment of sales force objectives.


2. Designing sales force strategy and determining types, structure, size and compensation of
   the sales force.


3. Recruitment and selection of sales force.


4. Provision of regular and relevant training for the sales force.


5. Provision of the right type and relevant supervision for the sales force.


6. Evaluating regularly the performance, activities and contributions of the sales force. (Stanley,
   1977; Kotler, 1997; Stanton, 1978)