0:00:00.719,0:00:04.080

All right. So one of the primary

0:00:02.240,0:00:06.640

functions of marketing

0:00:04.080,0:00:08.720

is to actually sell the product, and we

0:00:06.640,0:00:10.719

do lots of things to try to

0:00:08.720,0:00:12.240

get people to know about our product and

0:00:10.719,0:00:15.200

and make product available

0:00:12.240,0:00:16.800

and to help people choose our product

0:00:15.200,0:00:18.480

but one of the most powerful tools we

0:00:16.800,0:00:20.960

have for selling is what's called

0:00:18.480,0:00:23.279

personal selling. So what are the

0:00:20.960,0:00:25.599

benefits of using personal selling?

0:00:23.279,0:00:27.439

Well the biggest benefit is that when

0:00:25.599,0:00:30.080

two people are interacting

0:00:27.439,0:00:30.880

we can change the way we approach it in

0:00:30.080,0:00:33.440

other words

0:00:30.880,0:00:34.160

we can change our approach or our sales

0:00:33.440,0:00:35.840

pitch.

0:00:34.160,0:00:37.360

We can't really change an advertisement

0:00:35.840,0:00:39.040

once we put it out there

0:00:37.360,0:00:40.480

but when we're using personal selling

0:00:39.040,0:00:43.520

our sales person

0:00:40.480,0:00:45.680

can cater the sales pitch or the

0:00:43.520,0:00:47.039

the conversation to the particular

0:00:45.680,0:00:50.000

customer.

0:00:47.039,0:00:51.920

Moving on from there we also find

0:00:50.000,0:00:54.000

that some products kind of require

0:00:51.920,0:00:55.280

personal selling really technical

0:00:54.000,0:00:57.840

products for example

0:00:55.280,0:00:59.199

where customers even experts may not

0:00:57.840,0:01:01.600

fully understand

0:00:59.199,0:01:02.640

how the product works or why they should

0:01:01.600,0:01:04.799

use it,

0:01:02.640,0:01:06.479

that is a situation where personal

0:01:04.799,0:01:09.119

selling is really helpful and you might

0:01:06.479,0:01:11.680

even say that the product requires it

0:01:09.119,0:01:12.159

another situation or another benefit, i'm

0:01:11.680,0:01:14.880

sorry,

0:01:12.159,0:01:15.840

to personal selling is that it allows us

0:01:14.880,0:01:17.759

as a company

0:01:15.840,0:01:20.000

to build a relationship with the

0:01:17.759,0:01:21.200

customer by having that person-to-person

0:01:20.000,0:01:23.040

interaction

0:01:21.200,0:01:25.840

we can really help the customer to feel

0:01:23.040,0:01:28.240

a connection with the company.

0:01:25.840,0:01:30.000

Next personal selling provides the

0:01:28.240,0:01:32.880

opportunity for real-time

0:01:30.000,0:01:33.280

market information, in other words while

0:01:32.880,0:01:36.320

we're

0:01:33.280,0:01:39.119

educating the customer we can also learn

0:01:36.320,0:01:40.799

from them so we can learn about perhaps

0:01:39.119,0:01:43.040

other products that are out there

0:01:40.799,0:01:44.479

or just what it is exactly that the

0:01:43.040,0:01:46.240

customer wants,

0:01:44.479,0:01:48.159

when we make an advertisement and put a

0:01:46.240,0:01:50.320

product on the shelf we don't have that

0:01:48.159,0:01:52.399

opportunity so that's a big benefit to

0:01:50.320,0:01:54.640

personal selling.

0:01:52.399,0:01:55.840

Lastly the possibly the biggest benefit

0:01:54.640,0:01:59.040

to personal selling

0:01:55.840,0:02:01.439

is that it can be very effective. We all

0:01:59.040,0:02:04.479

know it's a lot harder to say no to a

0:02:01.439,0:02:07.040

real person face to face than it is to

0:02:04.479,0:02:07.840

walk past something sitting on a shelf,

0:02:07.040,0:02:09.920

so that's

0:02:07.840,0:02:11.440

again probably the biggest benefit to

0:02:09.920,0:02:12.959

personal selling.

0:02:11.440,0:02:14.879

All combined though these are the

0:02:12.959,0:02:18.800

reasons that companies still use

0:02:14.879,0:02:18.800

personal selling today.

0:00:00.719,0:00:05.920

Okay. So as powerful a tool as personal

0:00:03.600,0:00:07.440

selling is for us as marketers

0:00:05.920,0:00:09.120

when we're trying to get our product in

0:00:07.440,0:00:10.960

the hands of the customer,

0:00:09.120,0:00:13.040

there are some drawbacks, in other words

0:00:10.960,0:00:14.160

there are some reasons that we don't use

0:00:13.040,0:00:16.640

personal selling in

0:00:14.160,0:00:17.440

every situation. One of the main

0:00:16.640,0:00:20.080

drawbacks

0:00:17.440,0:00:21.439

is that our reach is fairly limited with

0:00:20.080,0:00:24.560

personal selling,

0:00:21.439,0:00:25.519

in other words we can't get our message

0:00:24.560,0:00:28.720

out to a

0:00:25.519,0:00:30.480

huge group of customers all at once

0:00:28.720,0:00:32.239

and it would take a long time to get our

0:00:30.480,0:00:32.880

message out to a large group of

0:00:32.239,0:00:35.200

customers

0:00:32.880,0:00:36.640

even if we could. So the the biggest

0:00:35.200,0:00:39.280

drawback is it's hard to

0:00:36.640,0:00:40.160

make contact with a lot of customers as

0:00:39.280,0:00:42.879

compared to

0:00:40.160,0:00:44.640

an advertisement or social media

0:00:42.879,0:00:46.800

marketing where we can

0:00:44.640,0:00:48.640

get in front of a huge number of people

0:00:46.800,0:00:50.399

relatively quickly.

0:00:48.640,0:00:52.160

With personal selling we don't have as

0:00:50.399,0:00:54.160

much of a reach,

0:00:52.160,0:00:56.480

which leads to the next drawback which

0:00:54.160,0:00:57.840

which is is just time consuming.

0:00:56.480,0:00:59.760

Think about having to send out a

0:00:57.840,0:01:02.079

personal uh sales person

0:00:59.760,0:01:02.960

rather to each and every possible

0:01:02.079,0:01:04.960

customer

0:01:02.960,0:01:06.479

that's going to take a lot of time and

0:01:04.960,0:01:08.799

so if we need to

0:01:06.479,0:01:11.680

get a lot of sales quickly personal

0:01:08.799,0:01:14.000

selling is probably not the way to go.

0:01:11.680,0:01:15.439

This leads me to the last major drawback

0:01:14.000,0:01:17.920

of personal selling

0:01:15.439,0:01:19.439

which is that it's pretty expensive when

0:01:17.920,0:01:20.640

you compare it to other things like

0:01:19.439,0:01:23.680

running an ad

0:01:20.640,0:01:24.880

or social media marketing or just other

0:01:23.680,0:01:27.360

ways that we

0:01:24.880,0:01:28.400

reach out to customers. If we have a

0:01:27.360,0:01:31.119

sales person

0:01:28.400,0:01:33.439

going out on sales calls every time they

0:01:31.119,0:01:35.200

make a sale or make a deal

0:01:33.439,0:01:36.720

they're probably going to be expecting

0:01:35.200,0:01:38.960

some kind of commission,

0:01:36.720,0:01:41.360

so that raises our price or cuts into

0:01:38.960,0:01:43.759

our profit one way or the other.

0:01:41.360,0:01:45.680

So personal selling in terms of our

0:01:43.759,0:01:47.280

tools that we have as marketers is one

0:01:45.680,0:01:50.159

of the more expensive ways

0:01:47.280,0:01:52.240

to get the product to the customer.

0:01:50.159,0:01:54.000

Combined these are all the reasons that

0:01:52.240,0:01:56.240

we don't see personal selling as much as

0:01:54.000,0:01:57.600

we used to even though it still can be

0:01:56.240,0:01:59.200

very effective,

0:01:57.600,0:02:01.799

so this is why we have to choose

0:01:59.200,0:02:04.799

carefully when we actually use personal

0:02:01.799,0:02:04.799

selling.