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State the various marketing conditions that demand adoption of personal selling technique.

Personal selling is a marketing technique that involves direct communication and interaction between a salesperson and a potential customer. Several marketing conditions and situations demand the adoption of personal selling:

  1. Complex or High-Involvement Products: Personal selling is particularly effective when products or services are complex, high-involvement, or require detailed explanations. Customers often need personalized guidance to understand the features, benefits, and usage of such products.
  2. Customized Solutions: In cases where customers require tailored or customized solutions, personal selling allows salespeople to gather specific customer needs and preferences and offer personalized recommendations.
  3. High-Value or High-Cost Products: When products have a high price tag, customers may hesitate to make a purchase without a personalized demonstration or negotiation. Personal selling can help build trust and address concerns related to the cost.
  4. Technical or Specialized Products: Industries such as technology, healthcare, and industrial machinery often involve technically advanced products that require in-depth technical knowledge. Salespeople can provide expertise and answer technical questions, fostering confidence in the product.
  5. Long Sales Cycles: Personal selling is essential for industries with long and complex sales cycles, such as B2B (business-to-business) sales. Salespeople nurture relationships over an extended period, understanding and addressing the unique needs of each client.
  6. Relationship Building: Personal selling is crucial when relationship-building is a primary focus. Establishing trust, rapport, and long-term relationships with customers can lead to repeat business and referrals.
  7. Highly Competitive Markets: In saturated or highly competitive markets, personal selling can differentiate a company from its competitors. Salespeople can provide a personalized touch that sets the company apart.
  8. New Product Launches: For new or innovative products, personal selling helps educate potential customers and generate initial interest. Salespeople can provide demonstrations and address concerns during the launch phase.
  9. Complex Decision-Making Processes: In organizations with complex decision-making structures, personal selling allows salespeople to navigate through various stakeholders, understand their needs, and address objections individually.
  10. Customer Consultation: In service industries such as financial planning or real estate, personal selling is essential for consultation and advice, as customers rely on expertise to make informed decisions.
  11. Custom Negotiations: Personal selling facilitates negotiations, allowing salespeople to tailor offers, terms, and pricing based on individual customer needs and bargaining power.
  12. Feedback and Market Research: Salespeople can serve as valuable sources of market feedback, providing insights into customer preferences, market trends, and competitive intelligence.

In conclusion, personal selling is a versatile marketing technique suited for situations where products or services are complex, customized, high-value, or involve long sales cycles. It fosters trust, allows for tailored solutions, and is effective in industries where relationships, expertise, and direct communication are paramount.

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