Explain briefly role of 'Personal Selling'.

Answer – Personal selling is direct interaction between a salesperson and prospective buyer to explain an offering and persuade purchase. Its features include personal contact, a two-way relationship, flexibility and immediate feedback.

Importance to business: suits complex products; tailors the message; identifies prospective customers; provides market information; builds lasting relationships and assists the sale.

Importance to customers: explains use, clears doubts, advises on suitability and helps in making an informed choice.

Importance to society: connects available offerings with needs, creates employment, develops useful market information and supports economic activity.

A salesperson should have product knowledge, honesty, courtesy, listening ability and persistence without pressure or misrepresentation.