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Personal selling is a direct form of marketing communication in which a salesperson interacts personally with prospective or existing customers to present products, understand their needs, answer questions, overcome objections, and encourage purchase. Unlike mass advertising, personal selling involves two-way communication, allowing the salesperson to adapt the message according to the customer’s responses. It is therefore an important promotional tool within the marketing mix. The major feature of personal selling is personal contact between the seller and buyer. This enables the salesperson to understand customer requirements and provide suitable product information. Another important feature is flexibility. The salesperson can modify the presentation, demonstration, or explanation depending upon the customer’s interests, knowledge, and purchasing capacity. Personal selling also provides immediate feedback because customers can express their opinions, doubts, and objections during the _______ __________ _________ __________ __________ ___ ________ _________ _______ _____ ______.
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