Role of personal selling in an organization

Published: 2019-06-04 01:09:21
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AIDA lias St Elimo is a concept that is used and enforced by marketers in different organizations who want to strategize and make their products known to different markets and different organizations who are interested in their products. The name AIDA is made up of acronyms that stand for: Attention/ Awareness, Interest, Desire and Action. Attention refers to the ability of the marketers to rouse the attention of the customers in their products. Through traditional advertising, the marketers should be able to explain the advantages of owning their products to the potential customers in a bid to raise interests in them. The desire, on the other hand, refers to the power of the marketing strategy to be able to convince the consumers in a certain way that appeals to them in a way that arouses the desire in them to own a certain product that the marketers are selling to them. Action refers to ensuring that the customers buy their products (Stewart 1996,p.210)

Personal selling is very flexible in that the advertisement can be made in a way that the marketer is able to convince interested parties. Companies have therefore started putting into practice this type of advertising as their main way of getting to the market and ensuring that their products are widely known. The companies emphasize on the aspects that consumers would have emphasized on such as the value added on the product, how easily the products can be found in the marketplace and the price of the products. The promotional mix has some ways in which it can be manifested. Personal selling is one of them. The other parameters of promotions are advertising, direct selling, sales promotions and personal relations. These are the main ways of promotions. Other methods include e-communication, exhibitions and trade fairs and film promotions. All these promotion ways apart from personal selling are impersonal and can be used to reach very large groups of people. They therefore try and error methods. Personal selling has a way of making the other types of promotion work and be of utmost use. Once you use the other types of promotion, then reinforce them with personal selling, you increase your customer base since the marketers can gauge the customers and find a way in which they can create a personal relationship with the customers. This relationship can ease up the customers to the marketer who can then prove to the client that his or her choice of product is the best. It is very flexible and can be used with precision and ensure that the customer is completely informed and satisfied. The company can go to an extent of segmenting the market in a way that they group different customers with different needs and plan on how to appeal to them (Brown 1993, p.50). The company then decides on the market they want to venture into and plan on how to achieve this, depending on the amount of capital allocated to the marketing strategy and the ability of the company to venture into these markets. The company decides on the target group according to their strengths and their capability to enter the market. Personal selling requires a marketer that is ready to interact with the clients in ways that would enable them to understand them better and interact with them by giving them time to respond to the questions and the interests that the consumer may have towards the product. Marketers are advertised to use different presentations for different clients.


For the marketer to achieve a successful career in promoting the products of the company to the different buyers in different situations, they must be able to understand the different steps and phases of the sales and the buyer processes involved. By getting to know what the buyer considers while choosing a product to buy, what they wish and hope for in a product and the questions that would halt them from buying a product, a marketer can easily manoeuvre the clientele moods and sway their thoughts and preferences to suit their products (Morgan 199, p.211).

There are two classifications of buyers; those who buy the products for their consumption and those who buy the products for their business entities (B2B buyers), for example, the government, international and commercial businesses. Personal and environmental factors affect the buying decisions of the buyers. This can be classified into smaller groups of social, cultural, psychological and environmental factors. B2B factors that can affect the buying decisions of a product include competition from other corporations, the quality, quantity, frequency and the cost value of the purchase.

When you take on a consumers psychological factors, the marketer should be able to place themselves in the position of the consumer and have the heart to provide empathy towards the consumer. This makes the connection strong between the two which could make it easier to convince the consumer to buy the products as you will have listened to him and known what to press to get him to be on your side of the coin. In the B2B side, the phase that the marketer should consider is that of listening and understanding one another to make a connection that will enable both sides to benefit from the purchase. The two share strategies and thus influence one another. In a nutshell, the marketer should have the necessary skills that can balance the emotions and the logic of the consumer, facilitating the decisions of the buyer and disturbing the consumer.

While making a decision to buy a product, there are factors that can influence a buyer or a corporation such as its size and the culture that it is used to. Many organizations, however, have an authority that is important in the making of a purchase and has massive influence in the making of the decision to purchase a certain product. The marketer, therefore, has an obligation of creating a good impression on the team that influences the buying decisions of the company. The questions of whether to make a buy on a certain product usually start with the realization that there is a higher level of utility that is attained or that the buying of a certain product could help solve a certain problem that the or the entity has been facing. Marketers have a point to read and research ways that their clients make decisions on buying products before progressing on with the marketing strategy. They can do this by studying their previous processes that have been used for the same. After ensuring that they have sold their products to the consumers or the B2B buyers, the marketers are required to do a follow up task on their consumers in order to know whether the consumer expectations have been met by the product or whether they need to come up with better strategies or better products for their consumers. It is essential if they plan on retaining the same consumes as well as appeal to the others out there who have the potential to become one of their consumers (Kim 2005, p.66).

Negroponte, N. P., 1995. Being digital. London; Hodder & Stoughton. 3.1 Role of the sales team within the marketing strategy.Since the sales team have an advanced knowledge of the products that they need to sell and of the competition that surrounds them and their products, they have a role to play in the selling of the products to the customers by having an ability to appeal and convince the consumers to buy the products. The role of the sales force as well as their abilities and their responsibilities in the marketing of the products and in the organization as a whole include preparation of daily activity sheets, the identification of new business opportunities, getting to know the decision-makers and making a connection with them, scheduling and keeping time on the presentations and visits to make the sales (Negroponte 1995, p.47).Johns, T. C., 1999. Perfect customer care: All you need to get it right. Paris; Random House. They can do all this by ensuring they look at the databases for potential clients, making contact and following up on their progress through various means such as telephone calls and looking at the responses made by from the Networking team and cold calls. They can also analyse the advertisements made and how the clients respond to them. The sales team has a role to play in maintaining the customer base they have and reaching out to new potentials. They develop strategies that can help the group to get an appeal to the new potential clients by ensuring that these clients get a price that is lower and more attractive than that of the already existing ones. Therefore, the roles and responsibilities of a sales team can be grouped into: establishing rapports with clients, and working towards establishing the credibility of the company, dealing with objections that arise, negotiations in the market place as well as making sure that the sale of the product has been closed (Johns 1999, p.65).


The responsibility of recruitment and selection lies on the Human Resource department. They are developed with an aim to support both the objectives that the business plans to achieve as well as the sales plan. The human resource personnel liaise with the senior management, the managers related to the sales and the line managers. This process is important because it helps in filling the gaps that are there in the business as well as retaining and developing the ones that are put in place. The aspects that the people involved in the selection and retainment plans look into are making sure that there is complete balance between the personal life and work life of their staff, making sure that there is good communication between the staff and the organization as well as making sure that there are training processes put in place for the staff. When recruiting, the personnel should ensure that those who are interested get to know everything such as what the job entails, what the salesperson need to qualify for the job, the job description and the reasons why the company needs that person to be involved in the company. When the people apply for the job, these are various ways in which the selection is done. It is paramount that a screen test is done since many people will have applied for the job (Maslow, A. H., 1943). Methods such as screening for the CVs and making a list of the worthy candidates be met should be put in place. 


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