Personal Selling Journal: POSITION AND ROLE OF PERSONAL SELLING

By : Dalibor
International Symposium Engineering Management And Competitiveness 2011 (EMC2011)
June 24-25, 2011, Zrenjanin, Serbia

ABSTRACT
Personal selling is the oldest instrument of promotion mix which is achieved through direct two-way
communication between seller and a buyer. The final aim is making a sale, i.e. obtaining an order. Personal selling, unlike the other elements of promotion, generates a profit for the company, although, at the same time, it requests considerable cost. Flexibility is one of the key elements of personal selling, considering that the seller is the most flexible media of communication. The position of personal selling changed with the development of the marketing concept. During the period of production orientation it had minimal significance, while with the beginning of the following (sale's) era personal selling got more significant role which advanced after Second World War (the period of beginning of the marketing orientation). Personal selling developed through several phases: consultative selling, strategic sales and the period of establishing of partnerships.
Key words: marketing concept, personal selling, sales talk, communication

DEFINITIONS AND CHARACTERISTICS OF PERSONAL SELLING

There is a large number of definitions of personal selling in literature. In considerable number of definitions of the concept there is the emphasis on the fact that this is the oldest instrument of promotional mix which actualizes a face-to-face interaction of seller with one or more of potential buyers, and that the aim is presenting the offer, answering questions and, ultimately, obtaining order. "Almost all definitions of personal selling underline it as a process of informing the buyer in which the seller guides the buyer to the decision to buy a product or service." (Ognjanov, 2004).

There is an increasing attention paid to post sales-services in order to achieve long-lasting satisfaction and creating long-term relationships with customers. Unlike other elements of promotion (advertising, public relations and sales promotions), personal selling directly generates profit for economy entity (in United States of America it is estimated that every seller, in average, supports 10,4 other working positions within the company).

In the "Dictionary of Economics" under concept of personal selling states that . .. . . . . (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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