Marketing Communications

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Marketing Communications

252

Personified Promotion

PERSONAL INTERVIEw

The obvious fact that personal selling is based on face-to-face communication explains the reason why
interviewing is essential in the selection process of a salesman. It is important than an in-depth knowledge
of the applicant’s personality and interview is the only way this can be done. Observable qualities that
can be graded during interview are:

1. Personality


2. Poise – (how balanced is the candidate).


3. Speaking voice.


4. Appearance.


5. Attitude.


6. Interest in position


7. Thinking ability.

A combination of three main interview processes can be used as follows:-

(1) Screening in nature (2) Diagnostic (3) Confirmation – this is usually done by the sales manager who
will assemble all data about the candidate and study them thoroughly.

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