Integrated Marketing Communication from cvdior.co.id
Table of Content
1. Introduction
2. Defining Personal Selling
3. The Importance of Personal Selling in Marketing Communication
4. Types of Personal Selling
5. Personal Selling Process
6. Personal Selling Techniques
7. Advantages and Disadvantages of Personal Selling
8. Personal Selling vs. Advertising
9. Conclusion
Introduction
Marketing communication is a crucial aspect of any business. It involves various strategies and tactics that aim to create a positive relationship with customers and promote a company's products or services. One of the most effective marketing communication techniques is personal selling. In this article, we will discuss what personal selling is, its importance, types, process, techniques, and advantages and disadvantages.
Defining Personal Selling
Personal selling refers to the process of persuading a potential customer to buy a product or service through face-to-face interaction. It involves building a relationship with the customer and understanding their needs and wants. Personal selling is a two-way communication process where the salesperson not only promotes the product but also listens to the customer's feedback and concerns.
The Importance of Personal Selling in Marketing Communication
Personal selling plays a crucial role in marketing communication. It allows businesses to establish a personal relationship with their customers and understand their needs and wants. Personal selling also provides an opportunity for businesses to differentiate themselves from their competitors by highlighting the unique features and benefits of their products or services. Additionally, personal selling can help businesses increase their sales and revenue by converting potential customers into actual buyers.
Types of Personal Selling
There are two types of personal selling: order-taking and order-getting. Order-taking involves salespeople who take orders from customers and process them, while order-getting involves salespeople who actively seek out potential customers and persuade them to buy a product or service.
Personal Selling Process
The personal selling process consists of several stages: prospecting, pre-approach, approach, presentation, handling objections, closing, and follow-up. Prospecting involves identifying potential customers, while pre-approach involves researching and preparing for the sales call. Approach is the initial contact with the customer, followed by presentation where the salesperson promotes the product. Handling objections involves addressing any concerns or questions the customer may have, while closing involves finalizing the sale. Follow-up involves maintaining a relationship with the customer after the sale and addressing any post-sale concerns.
Personal Selling Techniques
There are several personal selling techniques that salespeople can use, such as consultative selling, relationship selling, and solution selling. Consultative selling involves asking questions and understanding the customer's needs, while relationship selling involves building a long-term relationship with the customer. Solution selling focuses on providing a customized solution to the customer's problem.
Advantages and Disadvantages of Personal Selling
Personal selling has both advantages and disadvantages. Some advantages include building a personal relationship with the customer, understanding their needs and wants, and increasing sales and revenue. However, personal selling can be expensive and time-consuming, and not all customers may be receptive to face-to-face interaction.
Personal Selling vs. Advertising
Personal selling and advertising are both important marketing communication techniques, but they differ in several ways. Personal selling involves face-to-face interaction with the customer, while advertising involves reaching a larger audience through various media channels. Personal selling is more personalized and allows for immediate feedback, while advertising can reach a wider audience at a lower cost.
Conclusion
Personal selling is a vital aspect of marketing communication that allows businesses to establish a personal relationship with their customers and increase sales and revenue. By understanding the personal selling process, techniques, and advantages and disadvantages, businesses can effectively incorporate personal selling into their marketing strategy.
Latent Semantic Indexing Keywords:
Personal selling, marketing communication, sales process, consultative selling, relationship selling
Natural Language Processing Keywords:
Face-to-face interaction, salespeople, sales call, post-sale concerns, media channels