Personal selling is a crucial marketing tool for both small and large businesses. It is especially beneficial for those companies that deal with high-end products. Their target market is mostly other businesses because dealing with individual customers is uneconomical unless you are selling products such as cars and phones.
This marketing technique is important as it works to increase the chances of a successful sale by allowing the marketer to interact with and persuade a client. The marketer is able to demonstrate his/her mastery of the customer’s needs and provide various suitable solutions more effectively. If the prospect challenges the marketer’s offer, he/she can use persuasion and negotiation techniques to overcome objections and convince the client that buying their product is the best decision.
Personal selling is also important for a company whose product is complex and sophisticated because the marketer has to demonstrate and explain the product to the clients. In case the clients have questions, the marketer needs to be able to answer them in detail, and there is no better way to do that than on a one-on-one basis. The sales representatives are able to gauge the prospect’s response to their sales pitch and adjust accordingly in order to get the best out of the presentation.
Finally, personal selling allows a company the chance to establish and maintain customer relationships. This automatically creates long-term revenue for future purposes. It is particularly important to contact customers after they’ve made purchases as it shows that the company has great customer care. It also ensures that the client has the company’s contacts in case he/she wishes to make another purchase or recommend the company to someone.
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