In some situations, personal selling becomes more relevant. The following are some relevant situations:
Product Situation
Product selling is more effective for the following types of products.
Products with high value like machinery, computers etc.
Product in its first stage of the life cycle, when it needs more demand.
Products to match consumer needs like an insurance policy
Products that need presentation, for example, industrial products
When the products need after-sales service
Products with less brand loyalty
Market Situation
Personal selling can be utilized optimally depending on the market situation.
An organization selling products to a small number of buyers
Company selling in the local market
Required middlemen or agents not available
No direct channel is available for selling products
Company Situation
Personal selling is comparatively more adequate for companies when
A company cannot invest huge amounts of money in advertisements regularly.
A company is unable to find and make use of relevant non-commercial media in promoting the product.
Consumer Behavior Situation
In the case of some consumer behaviours, personal selling can be effective when
The product purchased by the consumer is expensive but it’s not regular.
Consumers need answers instantly without delay.
The customers need to follow up in competing pressure.
These are the four situations where personal selling is important. This will help the salesperson to spot the customers and provide product knowledge through face-to-face presentation. Once the consumer understands the nature of the product, it helps him/her decide whether to purchase the product.
Diversity of Selling Situation
In our day-to-day life, we come across different types of selling situations. This depends on the individual selling styles because of the marketing factors. The activities of the salesperson differ as per the situation.
Example − The job of a salesperson selling soft drinks is different compared to that of a salesperson selling computers. In the case of soft drinks, the salesperson is not required to explain the significance or the nature of the product but in the case of computers, the salesperson has to clarify all the technical requirements.
The categorization of the salesperson is done based on selling styles, the creative skill required in the job, the complexity of the product etc.
Let us now discuss different kinds of selling positions:
Delivery Salesperson
As the name suggests, the job of the delivery salesperson is to deliver the product; the selling responsibility is secondary. Examples − Milk, curd, bread, soft drinks etc
Inside Order Taker
The person standing behind the counter is known as an inside order taker. He does not help the customers much with suggestions. The main purpose is to provide the product requested by the customer. Example −General stores.
Missionary Salespeople
The salesperson does not have permission to promote an order. Their primary job is to develop goodwill and educate the customers about the products. Example − Medical Representatives.
Consultative Salesperson
This type represents those products or services sold to consumers, which are highly priced and need a huge investments to purchase. Due to high capital investment by the customer, the salesperson cannot put much pressure to sell.
The salesperson should have a thorough knowledge of the product and the patience to discuss and advise the features and advantages of the product.
During the sales process, the salesperson has to be creative. He should maintain interest with customers without exerting much pressure on the client. Example − Huge Machines, computer systems, etc.
Technical Salesperson
The most important characteristic of the salesperson should be the knowledge relating to the product. The salesperson should have detailed knowledge regarding the product features, benefits, disadvantages, etc.
Most people do not have the required technical knowledge and easily agree with the points of the salesperson but there are few customers having knowledge that may influence the decision of purchasing the product. The salesperson should satisfy these types of customers by explaining the product features, installation etc. The salesperson should be well-trained to tackle the questions of customers and provide relevant knowledge.
Commercial Salesperson
In this category, the salesperson has to sell the product to other businesses, industries or government organizations etc. It’s general business-to-business where the salesperson closes the sale in the first or the second call. The sales process is short as compared to business-to-customer sales.
The salesperson has to be aggressive and highly motivated for the follow-up and maintenance of accounts. Example − Wholesale goods, construction products, office equipment etc
Direct Sales People
Direct sale of products involves selling the products and services to the final consumers. The sales process is short and closed in a short period. There are many products available in the market for direct sales; hence the salesperson is trained to close the deal on the first visit because the consumer will either purchase the product or switch to its competitor. Examples − Insurance, door-to-door sales, magazines, etc.
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