What is personal selling in marketing?

Personal selling is a technique that tends to be employed by companies that sell high-value products or services, but may also be utilized by companies that are selling products or services that lead to complex decisions that must be made by their potential customers. It is an effective approach when a sale requires a customer's significant time or investment.

Personal selling sees salespeople use several different communication methods, including:

• Public demonstrations

• Active listening

• Persuasion

These methods are used to build a bond and rapport with a potential customer with the goal of meeting their specific needs or concerns regarding the brand, product, or service. Personal selling also usually goes through these different phases of interaction with a potential customer:

• The salesperson introduces themselves

• Pre-approach stage

• Approach stage

• Establishes rapport with a potential customer

• Presenting the product or service to the potential customer

• Handling objections or concerns that the potential customer might have

• Negotiating the sale

• Closing the deal

Personal selling is often used in B2B relationships or in situations where products or services of high value are on offer. Building a relationship and rapport is a crucial part of this process that enables the salesperson to gain a customer's trust before closing the deal.