Examine the nature of personal selling and the role of the sales force Essay

Examine the nature of personal selling and the role of the sales force - Essay Example Most sales happen as a result of advertising. Advertising could be placed in mediums such as television, newspapers, billboards, internet web-pages, etc. These forms of sales employ one-way communication, whereby messages are communicated from manufacturer to end-consumer with no immediate feedback. Personal selling, on the other hand, differs from conventional advertising, in that salespersons of a company build and maintain a long-term relationship with their customers. They do this by directly interacting with customers via phone or web conferences or in person. Many companies include personal selling as part of their overall sales strategy, especially if they foresee complex selling situations. In this type of selling â€Å"salespeople can probe customers to learn more about their problems, and then adjust the marketing offer and presentation to fit special needs of each customer.† (Kotler & Armstrong, p.453) Even within personal selling, a wide variety of strategies are e mployed by managers. For example, while companies that sell only online or through catalogs do not need any salespersons, the ones such as IBM or DuPont do need a sales force. In companies such as Procter & Gamble and Nike, the sales force â€Å"plays an important behind-the-scenes role.