Selling Function: How to Perform it?

Personal selling is personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. There are two main parts of this definition Personal presentation and Customer relationships Sales force goes to the customers: Sales force goes to the customer by two ways. In Person sales calls (Outbound) and Contact by mail or telemarketing (Inbound).


In this method sales force directly goes to the customer and built relationships by actually meeting them.


In this method sales force contact to the new, existing or former customers by telemarketing. It is cheaper than direct selling.

Business to Business selling

Producers and wholesaler mostly sell their products to other businesses which is also known as business to business (B2B) selling. But some producer and wholesaler directly sell their products to consumers by any means.

Personal Selling Contents

  • Human element
  • Customer confidence
  • Customer response
  • Customer needs


As the term human element itself defines that person selling must involve physical presence of sales person and customer.


Customer confidence means customer must have decision power so that sales person do not feel that his/her efforts are going to be waste.


Customer must have a response towards the offering either in positive or negative. It is necessary for personal selling because the main reason of personal selling is to get the customer response at the spot.


Customer must have a specific need to be fulfilled. If customer does not have a need there is no meaning of personal selling. It is nothing more than throwing stone in the dark.


As customers are changing, their needs and wants are also changing, by accounting this trend personal selling is also changing now Personal selling includes
  • Marketing Concepts
  • Total Quality Management (TQM)


1.       Customer orientation

Now in changing trend customer is getting more sharp and knowledgeable in order to get customer, organizations are identified the customer need by face to face dealing.

2.       Coordination of customer related activities

Now organizations look upon customers activities i.e. spending pattern, background etc.
By analyzing these information they are able to identify right customer for their product and they can easily provide them customer care, partnering and after sale services etc.

3.       Profit/ Loss

Organizations do all these activities for the sake of profit. And successful organizations decide their profit and go to next step.


As customer is changing and have more opportunities, information, substitutes, alternate products etc. It is difficult to retain customers for the life time. For this purpose organizations are more focused towards better quality and reduction of cost.

Organizations are trying to maintain quality in following fields:

  1. Customers
  2. Identify needs
  3. Product planning
  4. Design engineering
  5. Pricing
  6. Promotional planning
  7. Records orders
  8. Manufacturing
  9. Production
  10. Scheduling
  11. Shipping
  12. Warehousing
  13. Installation
  14. Service

It is necessary to maintain quality at each step because loosing quality at one step whether it is first or last can create a big difference between you and competitor.

Got any questions? Or maybe, have something to add? Please leave a comment below and tell us what you're thinking. Cheers :)



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Online Marketing Blog: Selling Function: How to Perform it?
Selling Function: How to Perform it?
Selling Function: How to Perform it? what is selling function? components and types of selling function.
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