ZIMSEC O Level Business Studies Notes: Marketing: Personal Selling

  • Face-to-face selling in which a seller attempts to persuade a buyer to make a purchase.
  • It aims to persuade the customer and push the product by emphasizing it’s uses and advantages
  • It involves two way communication unlike the case with other forms of promotion such as advertising
  • Personal selling staff engage in a number of activities including:
  • Obtaining orders on behalf of customers
  • Offering advice and guidance concerning the product to customers
  • Demonstrating use of the product
  • Showing off samples
  • Merchandising
  • Merchandising activities may include display techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and other point-of-sale methods
  • Handling customer complaints
  • Delivering to customers
  • Collecting payment
  • Establishing creditworthiness of customers
  • Maintaining stock levels
  • Training sales staff of the client business e.g. beauty product makers training the retailer’s employees
  • Disseminating information about the product e.g. new and improved version on the way
  • Giving talks and presentations
  • Staffing exhibitions

To access more topics go to the O Level Business Notes

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