What Is the Importance of Personal Selling?

Personal selling helps salespeople personalize sales pitches, which in turn reflects an understanding of clients' unique needs and in turn develops relationships between sellers and potential buyers. Personal selling proves valuable in many areas of sales, particularly when selling complex products or personal items. This type of sales exists primarily in business-to-business transactions, as companies use salespeople to help sell technical and intricate products.

Personal selling follows several steps, and divides into three separate tasks. These tasks break down into three components: getting orders, completing sales transactions and performing ancillary administrative functions. The process of getting orders involves outreach on the part of sales teams. Salespeople reach out to potential customers, using tactics such as cold calling and marketing. This phase, called prospecting, helps companies expand their markets. Salespeople use several tactics for winning over new clients, including identifying key benefits of products and having a good understanding of the items they sell. The order taking process involves closing sales generated through the prospecting phase. This part contains financial transactions and requisite paperwork. Sales support, generated through sales personnel, facilitates the sales process. These support staff members break down into two groups: technical specialists and missionaries. Technical specialists explain intricacies of technical products to customers, while missionaries act as brand ambassadors, delivering product samples and promoting products.