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Personal selling is a form of marketing communication that involves direct contact between the salesperson and the buyer. Personal selling uses this direct contact to inform customers about the company’s offering, persuade them of the offering’s benefits and, ultimately, generate sales. The role of personal selling in creating market value; the key considerations involved in designing, compensating, and managing a salesforce; and the process of managing the sale are the focus of this note. The discussion of sales management and personal selling is complemented by an in-depth overview of two additional topics: the psychology of persuasion and the SPIN model of personal selling. This note is an excerpt (Chapter 15) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
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