LESSON 1

PERSONAL SELLING

In the old marketing concept, the consumer was essentially the passive recipient of a producer's creation
rather than an active participant in product development. In contrast, the new concept focuses on the
sales manager's ability to identify, sell, and service prospects.
Henry Ford refused to offer his Model T car in any color except black to ensure economies of scale. Sales
management, in this concept, plays a limited role in finding buyers for the product, and selling is just an
auxiliary function of production. It might have succeeded in the seller's market, but in a free market and
competitive economy, customer-oriented marketing is necessary. The focus shifted from the product to
the satisfaction of consumer needs and wants.
In the recent concept, sales management became an active and prominent participant in the firm's
managerial decision-making process where business firms create products for markets, not markets for
products.

Learning Outcomes

At the end of this lesson, the students are expected to:

1. apply the basics of personal selling;

2. apply the concepts of demand and market potentials in selling; and

3. apply theories of selling in the selling activity.

Lesson Objectives

At the end of this lesson, the students should be able to:

1. define and explain personal selling;

2. explain the basics of successful personal selling;

3. define and enumerate types of objectives and explain the underlying concepts of demand and market
potentials; and
4. enumerate the underlying theories associated with selling.
Discussion
One of the four pillars of the marketing mix, which you have read about, is promotion. The ultimate goal
of promotion is to engage with customers and convince them to make a purchase, which will increase
the company's sales. Other names for it include promotion mix and communication mix. Advertising,
personal selling, sales promotion, and public relations are some of the techniques in the promotion mix.
The two most important components of communication are personal selling and advertising.
To sell a product, advertising uses impersonal mass media like TV, newspapers, hoardings, radio, and
other social media platforms to reach a broad audience of consumers. Selling a product through
personal contact is known as personal selling. It is a procedure where a salesperson tries to persuade a
customer to buy a product by speaking with them directly or reaching out to them online via email,
video conference, and the like. To persuade a single or small group of potential customers to buy goods
and services, direct and personal communication is required. To raise awareness and sell products and
services, personal selling is a component of the promotion mix. It entails two-way communication
between individuals.
A sales manager needs to be familiar with these. A salesperson has to deal with a variety of issues, some
of which are connected to salesmanship. A sales manager needs to comprehend them to offer the best
answers.
Personal selling is a component of a company's entire promotional strategy, which, along with managing
products, prices, and locations, Thus, personal selling helps the company's overall promotional efforts,
and when combined with other components of the marketing mix like product management, pricing,
and distribution, the marketing program is put into action.

Promotion Management

Price Management

Place management

Product management

Personal Selling

Advertising
Sales Promotion

Public Relation

2.1. Place of Personal Selling

Advertising and personal selling are somewhat comparable. They both employ persuasion to sway
potential customers in favor of our offerings. Advertising is referred to as "salesmanship in print."
Advertising involves mass communication with a huge number of potential customers, whereas personal
selling involves one-on-one engagement with the potential customer. Salespeople who use personal
selling have a unique opportunity to customize their communications to meet the specific demands of
their customers. Waste in personal selling efforts is the lowest.
Those who are not your intended audience may see your advertising.
A business today that only focuses on making sales and profits is practicing marketing myopia (short-
sightedness strategy). Because today's businesses believe that the "customer is king," the person who
interacts with the king (customer) and comprehends their needs must rank as the next most important
person in the kingdom. This means that any business that is only focused on products and profits can
never be a long-sighted strategy follower.
Businesses must put their customers and employees first to best serve them, not just their products. A
company must produce the necessary number of sales to make the intended profit, and failing to take
advantage of every available sales opportunity has a cost, Sales representatives' roles and salesmanship
are increasingly significant as businesses embrace marketing orientation. Customers should be the
center of attention for a market-oriented company, and the days when being product-focused above all
else was the key to economic success are long gone. A firm can only succeed if it is skilled at the art of
selling.
WHAT IS "PERSONAL SELLING"?
Personal selling is a strategy for putting marketing plans into action. It addresses "persuasive
communication." In personal selling, a salesperson tries to persuade the prospect to decide whether or
not to purchase a product. It has a significant role in generating sales volume. It involves a salesperson
directly pitching a product to a potential consumer. It occurs either in person or on the phone. It could
be addressed to a middleman or a customer at the end. A technique for increasing a buyer's preference,
conviction, and action is personal selling.

Personal selling also entails a direct line of communication between the salesperson and the customer. It
denotes direct interaction between the buyer and vendor. It uses speech and personal conviction to
bring about some action on the part of another. Personal selling is performed by a salesperson. The
salesperson is obviously the one who best understands the customer's needs, but his/her job does not
end there; in addition to meeting those needs, many consumers also want to establish a long-term
relationship.
10 Various organizations and marketing experts define personal selling from different perspectives. For
instance, the American Marketing Association defines personal selling as "the oral presentation in a
conversation with one or more prospective purchasers to make a sale; it is the ability to persuade people
to buy goods and services at a profit to the seller and benefit to the buyer." On the other hand,
according to National Association of Marketing Teachers of America, personal selling is "the ability to
persuade people to buy goods or services at profit to the seller and benefit to the buyer." Personal
selling involves "persuasive communication" where the salesperson tries to persuade their prospect and
helps in deciding to buy the product.
As to Philip Kotler, personal selling is "a face-to-face interaction with one or more prospective purchasers
to make presentations, answer questions, and procure orders." It involves a direct presentation of a
product to prospective customers through a salesperson. However, it may also take place over the
telephone and may be directed to a middleman or a final consumer.
Other definitions of personal selling are quoted below:
"Personal selling is the personal communication of information to persuade somebody to buy
something." and Walker William Stanton
"Personal selling consists of contacting prospective buyers of the product personally." - Richard Buskirk
"Personal selling is the process whereby the seller ascertains and activates the needs or wants of the
buyer and satisfies the needs and wants to the mutual continuous advantage of both buyer and the
seller." - C.A. Pederson and M.D. Wright
"Personal selling is the art of presenting an offering that prospect appreciates the need for it and that a
mutually satisfactory sale follows." C.E. Philips and D.J. Duncan
FUNDAMENTALS OF SUCCESSFUL PERSONAL SELLING
Personal selling tactics entail having a face-to-face conversation with the consumer to educate and
persuade them to buy. The salesperson confirms the benefits of the product by personally meeting with
the consumer and focusing on factors like price, features, or current market demand. This personal
connection also enables the salesperson to recognize and proactively resolve any concerns the consumer
may have regarding the product.

Personal selling is both a job and a creative endeavor. Selling can be a fantastic success, but it
necessitates mastery over specific requirements. A salesperson's mindset, attitude, and workplace
culture, in which knowledge of the factors affecting his/her line is learned and put into practice, can help
him/her reach the pinnacle of his/her success.
To be successful in personal selling, a salesperson must know deeply himself/herself. A salesperson's
self-portrait contributes to success. It has a salesperson's attitude. The totality of all the characteristics of
a salesperson that positively impact prospects makes up their "sales personality." Such a personality
consists of particular traits that can be acquired, produced, or evolved. The following four sector
attributes can be used to categorize a salesperson's personality:

1. Physical qualities (e.g., sound health, good posture, good appearance, and impressive voice)
2. Mental qualities (e.g., alertness, confidence, enthusiasm, initiative, keenness to observation, and
resourcefulness)
3. Social qualities (conversable, poise, good manners, and cooperation)
4. Character qualities (e.g., courage, maturity, determination, and loyalty)
Moreover, a salesperson must have a thorough knowledge of the selling process. Since selling is every
salesperson's livelihood, he/she should be familiar with the process. He/She ought to be well-versed in
every phase of the selling process. If he/she was aware of the psychological factors that influence
consumer decision-making, his/her task of selling would be simple and comfortable. That is, he/she
should be aware of the AIDAS formula's magical undertone.
A salesperson needs to be well-versed in his/her firm to develop a strong and long-lasting sense of
morale, mold a successful personality, and reach high levels of success. The main aspects that he/she
cannot avoid are: the company's history, including its beginnings and later changes; current affairs; the
physical characteristics of the plant's manufacturing processes; the financial aspects; the reputation of
the organization's employees; and the company's philosophy and policies regarding selling houses
among other things. With knowledge of the company's past, present, and future facets, he/she will be a
well-equipped salesperson to respond to all queries from both potential and actual clients.
Given that the items are essential to salespeople's ability to make a living, product knowledge is nearly a
given. The specific facets of product knowledge cover areas such as general information about product
origin and history of product research and development undertaken product modifications brands
competitive products product availability; physical dimensions of products such as size, weight, color,
models, product line placement, physical makeup, packaging, manufacture, quality control, prices, and
discounts; product performance points such as benefits best methods of utilizing a variety of
performance reduce the cost of maintenance, replacements, and similar costs; services provided include
installation, maintenance, credit, spare parts, and similar after-sale services.

The understanding of customers entails a cursory examination of consumer buying motivations,

inclinations, preferences, and demographics. Character analysis involves assessing the clients, which is a

complex undertaking. Turning a customer's desire into demand requires psychological research. It
essentially has to do with client purchasing policies and character identification. Character analysis
assists in locating them so that the appropriate course of action can be taken.
Accepting competition is fundamentally a basic function of salespeople. When it comes to understanding
competition, a salesperson must be completely familiar with the product comparisons and selling tactics
of his/her direct competitors.
Product comparisons refer to product parameters such as color, size, shape, price, package, quality,
performance, and the like. They also discuss the strengths and flaws of competitors' items in comparison
to the seller's own. Successful selling requires a strategy that is based on the tactics used by competitors.
Of all the sales activities of the competitors that the salesperson must be aware of are his/her
personality, his/her interaction style with customers, his/her mode of payment, and even his/her
attitude toward his/her field.
The company's publicity efforts are a powerful source of information and a force that sets the stage for
his/her impactful performance. The selling points for each advertisement copy have rich, varied, and
colorful material that depicts a subject or a tale, which aids him/her in organizing his/her sales
presentation.
These significantly reduce sales resistance. As it is customary for consumers to reference the terms of
competitors to negotiate in their favor, they must read and analyze the commercials, sales material, price
lists, and catalogs. Advertising helps and amplifies the efforts of salespeople and salesmanship even if it
is an indirect method of selling.
Other fundamentals for successful personal sellers:
Salespeople must have greater flexibility; they must tailor sales presentations to fit the needs and
behavior of individual customers.

They must have the potential to explain the product benefits and answer questions of their customers.

They must be truthful.

They must behave reliably.

They must seek similarity of personality between them and the customer and the commodity interest
and goals.

The salespeople must see whether the person or their prospect has the potential to pay for the product
or not.

PERSONAL SELLING OBJECTIVES

Through impersonal contacts between their company and clients, such as advertising and online
storefronts, small-business owners market and sell their goods and services. If the communication
contains first names, for instance, it encompasses face-to-face, vocal, and electronic modes of contact.
Making a buyer feel as though they are purchasing from a person rather than merely a company or
website is one of the main objectives of personal selling.
Generally, personal selling involves three major objectives:

1. Prospecting for clients

A small-business sales representative's personal selling goal includes finding and identifying prospective
clients who are likely to be interested in the company's goods or services. Prospects may or may not
have previously made a purchase from your business, and sales representatives frequently sift through a
large number of leads before identifying those with the potential to generate long-term connections and
sales. Prospecting strategies differ by representative and industry but frequently involve studying past
client and market data, networking, getting recommendations, cold-calling, and warm-calling

2. Improving sales techniques

Sales representatives can receive fast feedback regarding client objections or misunderstandings of
marketing messaging thanks to personal sales objectives and tactics. To increase the customer's
confidence in making a purchase, the sales representative can then modify sales pitches or present fresh
ideas. A sales representative could describe the company's warranty, return policy, and replacement
procedure, for instance.
A sales representative engages with a prospect, as opposed to impersonal sales, in which a customer
might purchase something through an internet store or an automated system. This often entails the
salesperson presenting himself/herself, hearing about the prospect's interests and needs, offering
solutions, delivering presentations, answering inquiries, resolving objections, negotiating, and
concluding the sale.
3. Building personal relationships
The long-term goal of personal selling is building relationships in order to reduce client attrition, boost
repeat business, and encourage word-of-mouth recommendations. Sales representatives must become
indispensable to customers in addition to making one-time sales.
They accomplish this in a variety of ways, including by following up with customers to ensure that a
product or service meets their expectations, resolve problems quickly and effectively, and are happy with
the purchase. Salespeople may offer an in-person product installation, training, and being available to
answer inquiries. They also provide customers with extra benefits including regular updates on market
changes, new goods and services, and other freebies.

From these objectives, we can dig deeper into much more detailed objectives which can be outlined in
Figure 2.2.

Objectives of Personal Selling

Identifying prospective buyer

Stimulating demand

Informing, educating, and guiding buyers

Persuading and reinforcing prospects

Building long-term relationships

Figure 2.2. Objectives of Personal Selling

The main goal of personal selling is to locate and research potential customers for the products. The
ability to communicate openly between the buyer and seller aids in identifying the best prospects for
personal selling operations. Using personal selling, one can communicate and interact with those who
are interested in the company's offerings.
Once the prospects have been located, the salesperson's next task is to persuade them to buy the
merchandise. In order to ascertain the precise demands and requirements, a discussion with the
potential buyer is helpful. The salesperson must demonstrate and present in a way that sparks interest in
and a desire to buy the product. The buyer and seller aid in identifying the best prospects for personal
selling activity. Connecting and interacting with people who are interested in the company's offerings is
made possible via personal selling.
Providing information and support, marketing, educating, and guiding the consumers while they search
for a solution to their problem are all parts of the personal selling process. Information about new
product offerings, manual instructions, and even price listings are provided for prospective customers.
As part of the personal selling process, helping customers find the best answer to their needs and
disposing of products are incorporated goals. It also includes supplemental services that can be offered
to customers, such as installation, repairs, and maintenance.
The main goal of personal selling is persuasion and reinforcement of favorable behavior. A satisfying
experience is aided by the reinforcement of identifying or recommending goods or services that are in
the best interests of prospective customers. Prospects and customers must be informed of the items'

characteristics, benefits, and competitive edge. Through personal selling, the need-benefit linkage must
be established.

The goal of personal selling is to build relationships with customers.

Even if the salesperson is unsuccessful in closing the sale, it should not be viewed as a failure on the part
of the salesperson; rather, it should be viewed as an opportunity to better understand the customer's
needs and offer a suitable solution. Customers' trust and confidence are increased, thanks to the force
and conviction of personal selling.

THEORIES AND MODELS OF SELLING

Sellers who desire to sell their goods adhere to certain methods or strategies to be successful. Some
merchants market their goods in a traditional style, while others do it in a contemporary manner. In
conventional selling, the salesperson directs the conversation from beginning to end and convinces the
customer to make a purchase even when it is unnecessary. It contains the buying formula theory, the
right set of circumstances theory, and the AIDAS model of selling. Contrarily, in contemporary sales, the
sellers have little influence on the conversation yet still manage to convince the clients that they need
the product. Modern selling has many different strategies; some of the more well-known ones include
partnership, team selling, value-added selling, and problem-solving approach.
There was a change after World War II as manufacturing industrial units started making consumer goods.
The availability of goods consistently exceeded consumer demand in the 1950s. From the 1960s to the
1980s, selling mainly consisted of basic products, and salespeople were employed. One-time selling was
essential at the time because the main goal was to increase the base and attract new clientele.
The businesses had to concentrate on strategies for getting their goods sold. Closing sales, the probing
method, and prospect qualification were just a few of the innovative selling strategies created at that
time. The sales division had already begun to enjoy a prestigious position inside the organizational
structure.
Nowadays, traditional selling is often referred to as "confrontational selling," where the salespeople
must engage in combat to maintain their prospects of closing a deal. According to the conventional
selling theory, a consumer will not purchase a company's product until they are lured in and convinced
to do so using persuasive sales tactics. Customers are persuaded to buy something that was never
intended to transform their lives by persuasive advertising or salespeople who promise that the product
will change their lives. However, it also depends on the seller to be ethical and persuade the buyer to
buy just those superior products that can fulfill the promises offered. In that way, the selling concept is,
to put it mildly, unethical.

1. AIDAS Model of Selling

This sales approach is predicated on the idea that a prospect will consciously move through the following
five stages throughout an advertisement: Awareness/Attention, Interest, Desire, Action, and Satisfaction.
While a customer purchases a product through the AIDAS procedure, the sellers follow this simple logic:
the same logic should be followed when selling the product.
For instance, a consumer may or may not be interested in a product or service after paying attention to
an advertisement for it. However, if the product piques his/her interest, he/she may use it in specific
circumstances, creating a need and, in turn, a desire for the good or service. The consumer then usually
acts to fulfill that desire by making the necessary purchases. However, a sensation may develop later
that is connected to whether or not the action (the decision to make the purchase) was the proper one.
A feeling of happiness or dissatisfaction may develop depending on the post-assessment, or whether the
purchase was a correct or incorrect decision.
A seller creates a plan based on an understanding of the psychology of buyers during the AIDAS model's
buying process. The sellers' strategy, which was developed by the AIDAS model of customer behavior, is
depicted in the figure below.
Awareness/Attention: A salesperson's goal is to get the prospect's attention before providing further
information about the product. The first few seconds are crucial for grabbing potential customers'
attention. The salesperson must attend to the following issues to do this:

Make a good first impression by dressing appropriately.

Always begin by smiling.
Be trustworthy and professional.
Avoid letting pressure ruin the occasion.

Customer's Psychological Process

Become Aware

Gain Interest
১

Develop Desire

Act

Desire Satisfaction

Seller's Strategy

Generate Awareness/Attention

Generate Interest

Create Desire

Induce Action

Build Customer Satisfaction

D
১
Figure 2.3. Selling Strategy Based on Consumer Psychology

Interest. The next stage is to pique the prospect's interest.

Before addressing a prospect, the salesperson must consider how the product can be valuable to
him/her. The salesperson must be completely prepared in terms of product technical expertise if the
product is technical and the prospect has a technical background and knowledge. However, if the
prospect does not have a technical background and the product is technical, the salesperson must
explain everything in plain English without resorting to technical jargon. The salesperson can accomplish
this by persuading the prospect with his/her speech or by giving the prospect a sample of the product to
use and feel in person. The prospect's interest can be increased by adding visual aids if logistics prevent
the product from being transported the entire distance. When a potential customer asks questions
about a product, it suggests that the product may have piqued his/her attention and that he/she is eager
to learn more. This allows for the identification of the prospect's strongest sales appeal.
Desire. To get the prospect ready to buy the product, the following stage is to instill a strong desire in
his/her head. The prospect may raise some concerns when doing this. These arguments could relate to
things like pricing, product, source, money, and the like. The ideal method for a salesperson to manage
these objections is to go through all of them before making their presentation and to provide solutions
for each one as well. The prospect will not purchase the product if he/she is not satisfied with the
responses. The salesperson must exercise extreme caution while addressing complaints.
Action. The salesperson should persuade the prospect to place the order after thoroughly explaining
each of the three processes. The decision to purchase the item is unusual and, therefore should be
brought on. The salesperson's involvement is crucial and extremely significant in this situation. When the
customer is prepared to place the order, the salesperson must perceive it. The prospect will probably not
place the order if he/she ignores this and asks them to buy the product before he/she is ready. Prospects
also prefer direct communication over indirect communication. Therefore, the salesperson must ask
directly for the order and refrain from inquiring obliquely.
Satisfaction. After receiving an order, a salesperson works to increase client happiness. It is normal for
the prospect to question whether placing the order was the appropriate move on his/her behalf. He/She
needs to know that he/she made the right choice, thus the salesperson must reassure the prospect that
he/she did make the right choice. The customer should not feel pressured into buying the product. The
salesperson should make the customer aware that he/she has only assisted the customer in making the
best decision. Additionally, the salesperson must express gratitude to the customer for them to feel good
about their choice. Prospects who are satisfied with the seller's product pay attention to it and in the
future tell others about it, but unsatisfied prospects do not pay attention to the seller's product in the
future..
2. Right Set of Circumstances Theory
This approach is seller-oriented because it calls for effort from the seller. Another name for it is the
"situation-response" theory. According to these principles, if the prospect is presented with the specific
conditions present in a given selling setting, he/she will respond in a specific manner. To offer the goods
to the prospect, the salesperson must first capture their attention and pique them. interest. Then,
he/she must use the right stimuli or appeals. During the presentation, he/she should make an effort to
make the product appealing by creating a good situation. He/She must act wisely.
To be successful in sales, a person who is well versed in the circumstances at hand since they serve as
the foundation for determining how closely the prospect's answer resembles the expected behavior.
Both internal and external elements, according to this theory, are things that the salesperson needs to
take care of. The salesperson and his/her comments throughout the sales conversation are examples of
external variables. Outside variables are owned and operated by the salesperson. Internal elements, on
the other hand, are limited to the prospect and tied to his/her thoughts; as a result, the salesperson is
unable to influence them. A salesperson can never predict a prospect's reaction since every prospect has
a unique set of internal characteristics, including unique mental processes and patterns. As a result, this
theory only considers external causes.
The salesperson can only manage himself/herself and his/her responses to the prospect, according to
the appropriate set of circumstances hypothesis. This focuses on external elements that the salesperson
may be allowed to manipulate but not internal factors; thus, it is not the focus of this article.
3. Buying Formula Theory
As the focus is on the requirements or issues of the consumers, this approach is consumer-oriented.
Therefore, the salesperson's goal is to comprehend the buyer's requirements and issues. They need a
salesperson to assist them in identifying the issue at hand. According to the theory, internal elements
have an impact on prospects' reactions, and it is considered that the salesperson is not neglecting
external factors. It was given the moniker "buying formula" by E. K. Strong Jr. The theory is predicated on
the idea that there is a need or a problem that requires a solution, which would result in a purchasing
choice, as seen below:

Adequacy

Need/Problem

Solution

(Product/service and brand name)

0-11-0

Purchase

Satisfaction

Pleasant feeling

Figure 2.4. Model of Buying Formula Theory

When boiled down to their most basic components, the mental processes involved in a purchase are
need (or problem) solution purchases. However, since nearly all sales organizations are interested in
long-term relationships and since the outcome of a purchase affects the likelihood that a relationship will
continue to grow between the buyer and the seller.
The person is aware of a lack of contentment whenever a desire is realized or an issue is identified.
When it comes to purchasing and selling, there is always a product, service, or combination of both that
belongs to a potential seller.
Therefore, the "solution" component of purchases consists of two components: (1) the product (or
service), and (2) the brand name (name of manufacturer, company, or sales-person).
When purchasing anything, the buyer mentally moves from the need or problem to the good or service,
to the brand, to the purchase, and then uses the good or service to construct his/her experiences. When
a purchasing habit is formed, the consumer must understand why the good or service is a suitable
response to a need or issue, and why the brand name is the one to choose. Additionally, the purchasers
must feel good about the good or service and the brand.
The salesperson must finally discover a solution when a customer recognizes a need or issue with a
product or service. After receiving the solution, the buyer takes action by buying the good or service. The
salesperson may offer a brand name, a product or service, or both as the answer. After offering the
answer, there is a good chance that the prospect and salesperson will establish a rapport, which could
result in the prospect being satisfied.
Most purchases are done without much thinking as to why they are being made and with little emotion.
And creating such clear associations should be the constant goal of the salesperson and the advertiser.
The components of defense in the purchasing habit are justifications (adequate solutions) and pleasant
sentiments. Repeat purchases take place as long as they are there.
The buyer must have a (pleasant) feeling of expected fulfillment while thinking of the product and/or
service and the trade name to secure a purchase. The product or service and the trade name (that is, the
source of supply) must both be deemed adequate. An adequate object is frequently loved, and vice
versa, although this is not always the case. Other services and products that are perfect. competent are
disliked and some things are appreciated and purchased despite being admittedly inferior to the rival
ones. A similar rationale applies to trade names. Some sources of supply are both adequate and popular,
others are both adequate and not popular, and still, others are both popular and patronized despite
being inferior compared to their rival sources. Additionally, when a prospect senses a need, he/she also
recognizes a lack of contentment. The salesperson should always work to turn this lack of satisfaction
into a sufficient level of fulfillment.

LESSON EXERCISES
Answer the following items.
1. What is the difference between personal selling and advertising?
2. How is persuasion used in personal selling?
3. Summarize the requisites or essential things to have a successful personal selling.
4. Think of a scenario and discuss how the objectives of personal selling are applied.

LESSON APPLICATION
Choose one from the theories discussed and discuss how it can be applied in a buying or selling decision.
Give a concrete example.
LESSON SUMMARY
While most advertising involves impersonal contact with customers, the definition of personal selling
focuses on face-to-face interaction between the buyer and the seller. The salesperson tries to convince
and persuade the prospect to buy the product by raising awareness and providing necessary
information. Personal selling has three main objectives namely: prospecting clients, improving sales
techniques, and building personal relationships. Sellers who desire to sell their goods adhere to certain
methods or strategies to be successful. Some merchants market their goods in a traditional style, while
others do it in a contemporary manner. Selling changed after World War II when manufacturing
industries focused on producing goods and prospective qualifications became innovative selling
strategies.
Personal selling is also referred to as confrontational selling. Theories of selling would include the AIDAS
model, the right set of circumstances theory, and the buying formula theory.