According to Pride,W and Ferrell O, Personal selling can been defined as a process of informing customers and persuading them to purchase product through personal communication in an exchange situation. Personal selling is the process of person to person communication between a sales person and a prospective customer in which the sales person learns about the prospect needs and seeks to satisfy those needs by offering the prospective customer the opportunity to buy something of value such as good or service. Personal selling objectives include creating product awareness, creating interest, providing information, stimulating the demand and reinforcing the brand.
Personal selling plays a crucial role in the market based economy. It provides for time, place and possession utility that is the right product at the right time and the right quantity. The objective of the personal selling process is to generate customer satisfaction and build a long-term relationship with them. Personal selling process includes prospecting and evaluating potential customers, preparing to approach, approaching the customers, making a presentation to the customer, handling objections, closing the sales deal and follow up. From this process of personal selling we can see that the result of the effects of personal selling can be seen easily seen normally with the increased sales figures and the relationship built between the organization and its customers compared to other promotional mix like advertising and public relations which are aimed at groups of people some of whom may not be prospective customers. A major disadvantage of personal selling is its costs, which are very high compared to other promotional mix as most business spent more of its money on personal selling, but I disagree that an organization can survive without it as the major objective of any