ABSTRACT
'Personal selling' involves face-to-face contact between sellers and buyers. Selling tasks differ, depending on the type of goods and services. Some salespeople are order-takers, while others employ sophisticated skills of prospecting, negotiating and demonstrating. Personal selling is a primary communication tool in organisational marketing, where up to 80% of the total marketing budget can be spent on salesforce costs. The salesperson must identify prospective customers' key requirements, not only in terms of product performance, but price expectations, delivery, credit and after-sales service. As an element of the communications mix, the importance of personal selling depends on company objectives, the type of business in which the company is involved and conditions in the market. A personal approach is required in a number of selling situations: situations of high perceived risk are where purchase of products that are new, expensive or technically complex might be viewed as risky by prospective buyers.
