(a) What is personal selling? (b) Explain four reasons why firms engage in personal selling.

(a) What is personal selling?

Personal selling is a method of promotion in which a salesperson meets and talks directly with a prospective buyer, face to face, in order to persuade the buyer to purchase a product. It involves a personal, two-way communication between the seller and the customer, during which the salesperson explains the product, answers questions and tries to close the sale.

(b) Four reasons why firms engage in personal selling

• To persuade customers to buy: The salesperson can explain the benefits of the product convincingly and directly influence the customer's decision, thereby increasing sales.
• To give detailed explanation and demonstration: Personal selling allows the salesperson to describe and demonstrate how technical or complex products work, which advertising alone cannot do adequately.
• To provide feedback and answer questions on the spot: The salesperson can immediately answer the customer's questions, remove doubts and gather information about customers' needs and reactions for the firm.
• To build good customer relationships: Face-to-face contact helps to win the confidence and loyalty of customers, provides after-sales advice and encourages repeat purchases.