What Is Personal Selling?

Many people use the terms "selling" and "marketing" interchangeably. But, as indicated in the text, this is an incorrect usage of the word. Personal selling is the process of using interpersonal communication to persuade someone that a product or service will satisfy a need or want. While sales is certainly an important (and often ubiquitous) part of marketing strategy, it is still only a part of the marketing function. Figure 1.1 demonstrates how marketing fits in a firm’s overall marketing strategy. Personal selling primarily lies within the purview of the promotional mix, although there are times that salespeople are used in the distribution area as well (e.g., place). For example, salespeople may be expected to deliver the final product after the completion of a sale.