CHAPTER ONE

INTRODUCTION

Personal selling consist of individual, personal communication i.e. face to face communication of information from the seller to prospective buyer. Personal selling is person-to-person communication in which the receiver provides immediate feedback to the source message through words gestures, expressions e.t.c such instant feedback allows the source to make instantaneous changes in encoding to adopt message to the receiver i.e if a sales person detects that a prospective buyer dislikes the features or the price of a products he or she can stress the advantages and benefits of the product’s feature to justify the price or even show the customers some other products which may be substituted, supplementary or complementary. Unlike advertising, personal selling focuses on communication and encouraging exchange and it also provide the human touch that is lacking in advertising. Personal selling enable marketers to tailor their presentation to fit the needs, wants, motives and behaviour of individuals customers to a particular sales approach, personal selling oen results to particular purchase. The need for personal selling increases with the complexity of products and services for these reasons, manufacturer like to promote their goods and services through personal selling. Personal selling is seen as an eective tool used by organizations to receive the desired response from its customers and prospects. Eective personal selling will include eective communication. Educating customers, problem solving, stimulating and or motivating and ultimately soliciting of favourable response. Personal selling has become necessary in today’s organizational operations due to the nature of the economy, which is becoming highly competitive. The eective implementation of personal selling may go a long way to assist organizations in achieving their overall sales objectives and goals.

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