Personal Selling

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Personal selling

In industrial marketing, personal selling through company’s sales persons is a major toll of communication as compared to consumer marketing’s focus on advertising and sales promotion. The reasons for this is seen in the nature of cutomer’s buying decision process and also the buyer seller relationship.

An individual sales/marketing manger is responsible to achieve the short-term objective of achieving sales target/goal and a long-term objective of developing an effective sales organization that maximises the opportunities for profitable sales growth over a long period. The sales manger is required to make important decisions for developing and managing the industrial sales forces.

Role/characteristic of
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Kotler describes six main activities of a sales force:

(1) Prospecting - trying to find new customers
(2) Communicating - with existing and potential customers about the product range
(3) Selling - contact with the

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