Personal Selling

Personal selling is normally seen as part of the communications mix. This is because the key role of the salesperson is to present the organisation’s offer and to engage in two-way communications which negotiate the terms of a sale. However, in order to effect these presentations and negotiations satisfactorily, salespeople have to develop and maintain good relationships with their customers, particularly if repeat purchases are part of the desired outcome. Personal selling is, therefore, also an important aspect of the relationship market approach to business management.