According to Robert A. Isaac, personal selling is the presentation of a promotional message through direct personal contact. It is a method of offering goods and services to the prospective customers by the person known as salesman. It facilitates face to face contact between the buyer and the seller and any inquiry about the product can be immediately answered. In fact, selling the product is making the goods and services acceptable to the customer and this effort is well made by the salesman. A salesman to be successful must be well spoken and well dressed and have complete knowledge of his product and the company.
Product selling with reference to salesmanship requires the following steps:
- Sell the Company: Make the firm acceptable to the consumer.
- Sell the Personality: The salesman must convince the consumer that he is reliable, true, honest and competent.
- Sell the product: One above two steps are successfully accomplished getting the product acceptable to the customer is not difficult.
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