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The use of personal selling is costly, inconsistent, and has limited reach. Still, personal selling is increasing in the United States

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Personal selling is the direct, person-to-person interaction where the individual communicates with, influences, and closes a sale with a customer. Personal selling enables building relationships,/ develop trust, giving personalized service, and getting immediate feedback. Yet the use of personal selling is time-intensive, increases administrative burden, and cannot reach a large audience quickly. Why is the demand for well-trained salespersons increasing rapidly?

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Solution Summary

Problems and benefits of personal selling, especially with the support of AI are discussed in a structured manner. The relevant references are also provided.

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Personal selling is costly because of high travel costs, salaries, and long sales cycles. Besides, the selling messages vary among salespersons, creating an inconsistency in customer perception. The salespersons struggle to keep up with changing customer experiences, changes in customer income, and a lack of respect. The salespersons are challenged regularly with customer objections, and they need to understand customer needs, build trust, and close deals. Still, companies are turning to personal selling for high-value, technical, and complex products. Companies are depending on personal selling because the salespersons get instant feedback, can adapt their pitch to address misunderstandings, and handle objections (1). Companies that market high-value ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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