Wallace Weiss, Marketing Faculty, Central Michigan University
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Personal selling is an element that can be utilized as component of the promotional mix in effective marketing. Personal selling is best utilized to sell complex or high cost products or services, because personal selling is also a high cost expense. In today's marketing world social media performs well to build customer relationships, the focus of the "marketing concept," and at a much lower cost than either personal selling or conventional advertising. Additionally, even basic marketing courses teach that unless a potential customer has the ability to buy, then they should not be an element of a target market. Yet too many organizations today still do not perform the necessary market research to effectively identify their true target market. While I do agree that universities and colleges, even today, do not offer nearly enough sales training programs, an effective marketing principles course can enable students to understand the benefits of effective marketing research and how to best identify and "sell" a potential customer a product or service. Selling is NOT talking someone into buying, but rather knowing how to ask the right questions to understand a potential customers needs and then providing a product or service that BEST fulfills that need. Sometimes that is even explaining that the product or service will not fulfill a customers real needs.