Personal Selling

Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organisation. They tend to be well trained in the approaches and techniques of personal selling. Personal selling is highly persuasive and is often used in markets where personal choice figures strongly in the purchase, e.g. cosmetics. The use of celebrity endorsements within marketing communications can be seen as a way of introducing subtle personal selling - you want to be like the celebrity so you 'sell yourself the benefits of the product they are endorsing!