Question

For many brands, the strategy of personal selling has been very helpful (e.g. Rogers, Laura etc.). Personal selling driven strategies are appropriate when

Answer 1

Personal selling driven strategies are appropriate when:

• The market is oligopsonistic in nature. That is, it is made up of just a handful of buyers within a particular geographical location
• There is a need for in-depth enlightenment by the clients
• The demand is very crucial
• The product is complex thus requiring a lot of personalized explanation and or demonstration about how it works
• Service after the sale is a deal-breaker important

Step-by-step explanation:

When a sales executive adopts a one-on-one approach to selling it is called personal selling. The success of failure of this approach depends heavily on the relational skills, knowledge of the product, and overall brand/appearance/demeanor/personality of the sales executive.

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