What role personal selling play in the purchase decision making process?

Answer 1

Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value. Personal selling plays a very important role in purchase decision making process because:


• Personal selling is a face-to-face activity; customers therefore obtain a relatively high degree of personal attention.
• The sales message can be customised to meet the needs of the customer.
• The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns.
• Personal selling is a good way of getting across large amounts of technical or other complex product information.
• The face-to-face sales meeting gives the sales force chance to demonstrate the product.
• Frequent meetings between sales force and customer provide an opportunity to build good long-term relationships.


To know more , you can read the books of kotler or stanton.