Personal selling:

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The personal selling is found instrumental in promoting the business of service generating organizations. Personal selling is a process of informing the customers besides persuading them to purchase products being influenced by personal communication. It is just a process of communication in which an individual exercises his or her personal potentials, tact, skill and ability to influence the impulse of prospects and to transform them into customers. Personal selling is basically a method of communication. It involves not only individual but the social behavior too; each of the person in face-to-face contact, salesman and prospect influence the other. Thus we find personal selling a personal communication, seller-buyer interaction, inter-personal communication and more so direct selling. The following facts are observed regarding the personal selling:

a)           It is a direct personal relation between the buyer and seller.

b)           It is an oral presentation in conservation.

c)           It is two-way communication.

d)          It is personal and social behavior.

e)           It is an exercise for selling the goods and services.

f)            It is found more effective in the service generating organizations.

g)           It is based on the professional excellence of an individual.

h)           It is an important element of the promotion mix.

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