Personal selling

Personal selling is one of the basic elements of integrated communications and the promotional mix.

It refers to the direct communication between a seller and the prospective customer.

1. Retail sling of pharmaceuticals from a licensed retail pharmacy

2. Field selling of pharmaceuticals by a sales representative visiting potential prescribers

3. Telemarketing which is mostly used in the consumer goods sector

4. Inside selling by a medical sales representative permanently located within a medical center

Types of personal selling

Optimal customer targeting Optimal message adjustment Maximum informational content Mutual flow of information Optimal evaluation of customer perceptions

and needs Marketing research Competitive intelligence gathering

Why is the personal selling so important?

Preceding a sales call (prospecting) During a call Following a sales call

Personal selling tasks and activities

Selling styles

Sales force management

Sales management tasks and responsibilities

From transaction to relationships From individuals to teams From Sales volume to productivity From Management to leadership From Local to global

Future sales management trends