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The Importance Of Personal Selling For Your Business

Personal selling is person-to-person communication between a seller and a potential customer, with the aim of persuading potential customers to purchase products. It usually occurs face-to-face but it can also take place through telephone conversations, online video conferencing or online text communication. The importance of personal selling is that companies and especially the sellers try to build relationships with customers and most importantly discover their needs.


Sellers need to go through a multi-step process in order to persuade customers of discovering needs, reading the body language, presenting to customers, selling benefits and being honest.

The main steps of personal selling

1) Prospecting

Prospecting refers to locating potential customers. There are many sources from which potential customers can be found. Via observation, social contacts, trade shows, adverts, cold calling and e-mails.

2) Pre-Approach

The pre-approach involves preparation for the sales presentation. The preparation involves research about the potential customers, such as market research (competitors, current products etc.). Research is helpful in building the right sales presentation and also salespeople should plan and practice their sales presentation.

3) The Approach

The approach is the first contact between the salesperson and the prospect or customer. During this stage the sales person takes a few minutes to get to know the potential customer. The goal of the approach is to determine the specific needs and wants of the prospect, as well as allowing the potential customer to relax and open up.

4) The Sales Presentation

The sales presentation is when the salesperson is presenting the product or service, describing its qualities and possibly demonstrating features of the product and trying to sell the benefits of it. The salesperson should match the needs and desires of the potential customer with a certain product of service.

5) Handling Questions and Concerns

After the sales presentation the prospect will have some questions or concerns. In order to secure the sale, the salesperson must address these questions or concerns. Answering those questions, the salesperson should not confuse the prospect but ask summarized questions in order to indicate correctly that the customer understands correctly.

6) Closing up the Sale

Closing up the sale is the finalization the sales presentation and the final step of persuading the potential customer to make the purchase. During this step, prices and payment options may be negotiated.

7) Follow ups

The follow up is the contact that the salesperson does with the customer after the sale to ensure that the customer is satisfied. If the customer has any existing issues with the product, the salesperson will address them. A successful follow up stage of personal selling can be very effective in ensuring repeat sales, evaluating the effectiveness of the salesperson, building a relationship with the customer and obtaining additional referrals from the satisfied customer.


There is much more behind the theory of Personal Selling of Professional Salesmanship that expand to dress codes and analyze the situation for every job but we mentioned the main topics.


In Cyprus as we observed there is a lack of professional salespeople that have the ability to execute their jobs as true ones. Our company Atelie Demetriades wants to ensure our salespeople guide correctly our potential customers, discover their needs, answer their questions and deliver the final product and service with the aim of building a steady relationship with them.

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