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Meaning & definition: Personal selling is unique as it is a face to face transaction between a salesman and a prospective customer. Evidently, a well trained and competitive sprited salesman can be an effective communication medium. His knowledge about the product, this degree of his familiarity with the customer, whether he is handling a new customer or an established customer, the degree of his involvement in the company he is representing, the level of his motivation and his own convictions about the quality and performance standards of the product will be the determining factors in his role as a communicator.
According to the American marketing association, "the personal selling is "the personal or impersonal process of accessing and or persuading a prospective customer to buy a commodity or service or to act favourable upon an idea that has commercial significance to the seller".
Accordint to the Wright,"salesmanship is the process whereby the seller ascertion and activites the needs or wants of the buyer and satisfies these needs of both the buyers and the seller".
Thus, personal selling involves oral presentation in conservation with the one or more prospective buyer for the purpose of making sales. The purpose of the personal selling is to bring the right products into contact with the target right customers, and the make certain that ownership transfers take place.
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