1 Ch. 18 Personal Selling Personal selling is the face-to-face presentation of a product/service or an idea to a potential customer by a representative.

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Presentation transcript:

1 Ch. 18 Personal Selling Personal selling is the face-to-face presentation of a product/service or an idea to a potential customer by a representative of the company or organization.

2 Process of Personal Selling Attaining Knowledge Prospecting Pre-approach Approach Sales Presentation Follow-up

3 Personal Selling vs. Other Marketing Communication Tools Qs: As marketing communication tools, what are the differences b/t personal selling and others (i.e., Advertising, Sales Promotion, Direct Marketing, and PR/Publicity)? (hint: comparing them on dimensions such as communication mode, influence on sales, primary tasks and organizational structure).

4 Pros and Cons of Personal Selling Pros: Cons:

5 Combining Personal Selling with Other Promotional Tools n Combining Personal Selling and Advertising

6 Combining Personal Selling with Other Promotional Tools (cont.) n Combining Personal Selling and Public Relations

7 Combining Personal Selling with Other Promotional Tools (cont.) n Combining Personal Selling and Direct Marketing

8 Combining Personal Selling with Other Promotional Tools (cont.) n Combining Personal Selling and Sales Promotions