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

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Answer:

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

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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