Personal Selling: Definition, Roles, Steps, and Its Importance


Personal selling is a sales method where the seller convinces the customer to purchase a particular product/service face-to-face. It involves using interpersonal skills to persuade customers to buy a product or service and personalizing and humanizing the selling process.

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Roles of Personal Selling 

Personal selling is an important marketing tool that enables a salesperson to show a product and tailor the message to the prospect. So it can support advertising, sales promotion, and publicity, remove the drawbacks of these methods and provide a detailed explanation or show the product.

 Professional salespeople are knowledgeable and creative, making them effective in closing a sale.

  • Personal selling is a marketing tool in which the salesperson presents the goods to the customers and incites them to buy it.
  • It involves establishing direct contact with existing and potential customers through a sales team. And its aim is not just to entertain and convince them, but also to build relationships.
  • Direct marketing is the action of selling products or services directly to the public rather than through retailers, while personal selling involves engaging with customers to convince them to purchase a product.
  • Personal selling is also known as face-to-face selling, in which one person tries to convince the customer in buying product.

Personal Selling Strategies for Building Strong Customer Relationships

Personal selling is a fundamental part of any successful sales process. So it involves direct dealings between a sales agent and a customer, which allows for the development of a relationship based on trust, understanding, and mutual benefit.

There are several personal selling strategies that you can use to help build customer relationships.

Presenting the Benefits of Your Products

Personal selling is to present the benefits of your products. Customers are usually most impacted by the benefits they will receive from a product, rather than its features. This is why it is important to understand your customers’ buying motives. And to present your products in a way that fits their needs. By highlighting the benefits of your products.

Connecting on a Personal Level

Next is to connect with your customers on a personal level. The foundation of any relationship is mutual understanding and common ground. When you take the time to get to know your customers and find common ground, you are more likely to build trust and show a strong relationship.

This strategy can also help you to adjust your sales system to the individual needs and preferences of each customer, increasing your chances of success.

Understanding Your Customers’ Needs

It can also offer you the opportunity to understand your customer’s needs on a deeper level. This knowledge can help you fit your sales approach to the specific needs/preferences of each customer, increasing the chances of a successful sale.

Maximizing the Potential of Personal Selling

Personal selling can be a powerful tool for building strong customer relationships. By using the strategies outlined above, you can maximize the potential of personal selling/building relationships. So remember, personal selling is not just about making a sale. It’s about building trust and creating an ongoing relationship with your customers.

This complete guide will break down each step of the selling process, including prospecting, pre-approach, approach, presentation, handling objections, closing the sale, and follow-up.

7 Steps of the Personal Selling Process

steps of personal selling


It is the first step in the selling process. And it involves identifying possible customers and conducting research on their needs and wants. So this step is important as it sets the foundation for the rest of the selling process.

You must be proactive and engaged in your search for potential customers. Utilize all available resources, including social media, networking events, and industry databases, to gather information and data.

Once you have identified potential prospects, research their businesses and determine their pain points and areas where they could benefit from your product or service. This information will be valuable during the presentation side. As you’ll be able to adjust your pitch to their specific needs/wants.


The pre-approach step is all about preparation and getting ready for your sales pitch. So this is the time to collect all necessary information about your product or service and your customer.

Gather as much information as you can, including their business, industry, and competition. This information will not only help you face your pitch to their specific needs, but it will also establish that you’ve taken the time to understand their business and are invested in helping them succeed.

Review your product/service thoroughly and identify its unique selling points. This will help you to effectively communicate the benefits of your product during the presentation time.


The approach step involves making initial contact with your potential customer and establishing a connection. This can be done through a phone call, email, or in-person meeting.

The key to a successful strategy is to be confident and professional, while also being friendly and approachable. Start by introducing yourself and your company, and express your interest in their business.

Make sure to listen to their needs/wants, and ask questions to better understand their business. This will help you shape your pitch and address any worries they may have during the presentation point.


The presentation time is when you’ll make your pitch and show how your product/service can benefit your customer. This is your chance to show that you understand their business and also have a solution to their needs.

Begin by addressing the needs of your potential customer, and present the benefits and unique selling points of your product. Make sure to include statistics, case studies, and testimonials to support your claims and add some charts if possible.

It’s also important to be engaging and interactive during the presentation. Ask questions and encourage feedback, and be prepared to address any concerns or objections that may arise.

Handling Objections

Handling objections is an important part of the selling process, as it allows you to address any concerns or objections your potential customer may have about your product or service.

To effectively handle objections, it’s important to listen actively and understand the root of the objection. Once you’ve identified the concern, address it directly and provide a solution or alternative that meets their needs.

Closing the Sale

It is the final step in the personal selling process, where the salesperson attempts to secure a commitment from the customer to purchase the product or service. This step can make or break the sale.

Here are a few tips for successfully closing the sale:

  • Identify the decision-making process: Before you close the sale, you need to understand how the customer makes purchasing decisions. This could involve multiple stakeholders, so it’s important to identify who has the final say and what their criteria are.
  • Address any remaining objections: If the customer has any bidding concerns or questions, address them before you attempt to close the sale. This will give them peace of mind and increase their trust in you.
  • Present a solution: Offer the customer a solution that addresses their needs and wants. This could involve offering a discount, providing additional information, or offering a trial period.
  • Ask for the sale: Once you have addressed any objections and presented a solution, it’s time to ask for the sale. Use confident, clear language and don’t be afraid to ask for commitment.


Follow-up is an important part of the selling process, as it helps maintain a relationship with the customer and can lead to future sales.

Here are a few tips for successful follow-up:

  • Send a thank you note: A thank you note is a simple, yet effective way to show appreciation and maintain the relationship. This could be in the form of a physical note, email, or phone call.
  • Check-in regularly: Regularly check in with the customer to see if they have any questions. This also gives you an opportunity to offer additional solutions or products.
  • Offer additional solutions: If the customer has a need that your original product or service can’t address, offer additional solutions.
  • Seek feedback: Seek feedback from the customer about their experience with your product or service. This will give you the opportunity to make improvements.

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