8
Marketingcommunications II –personal selling
8.1 Introduction
The function of selling is to make a sale. This obvious statement remains true despite the recent addition of many ancillary functions. Much of the background task of selling can be done remotely, for instance by direct mail. Personal selling is the specific task that involves face-to-face contact on a personal basis. This means that suitably skilled and trained individuals with a professional manner should carry out this function. Selling tasks differ, depending on the type of goods and services involved. Some salespeople are little more than order-takers, whilst others employ the more sophisticated arts of prospecting, negotiating and demonstrating in order to close a sale.
Get Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.