Personal selling is a means of implementing
marketing programs. It is concerned with
'persuasive communication'. A salesperson in
personal selling tries to persuade the prospect so
that he can take a decision to buy a product. It is a
major factor in creating sales volume. It is a direct
presentation of a product to a prospective customer
by a salesman. It takes place face to face or over the
telephone. It may be directed to a middleman or a
final consumer. Personal selling is a tool for building
up buyer’s preference, conviction and action.