Module 1 • Nature and extent of personal selling 3. The role, task and function of personal selling
Businesses sell goods, ideas or services, and their very existence and success depends largely on the income earned by selling. The salesperson is, through personal selling, the most important link between the consumer, with his individual needs and expectations, and the seller of the product.
The modern professional salesperson: • provides an extremely important and indispensable service to the community • ensures that the economy is kept healthy and balanced • makes a positive contribution to the profitability and future existence of his organisation.
3.1 The role of personal selling
Personal selling and salespeople form an integral part of a country’s social and economic system. Every salesperson in a business is responsible for and creates job opportunities for a large number of workers in the business organisation. The products sold are produced by workers, who are backed up by support services such as purchasing, financing, administration, personnel management, marketing, promotion, advertising etc. If no selling takes place, the business cannot operate profitably. If the business suffers financially, the workers are paid off, leading to a decrease in buying power of the community, which is to the detriment of the economy of the country. So we can see that it is not only the individual business that is influenced by personal selling, but also the community and the economy of the country.
The role of personal selling in the community
In a free enterprise society, the salesperson fulfills an important role in the provision of information, the introduction of new products and services, financing of community services and the general economic welfare of the society.
The role of personal selling in the economy
Every person in society has needs they want to satisfy as an individual or as a group. In order to satisfy these needs, he has the use of means, goods and services. These goods and services are distributed by means of the market place. In this market economy, nothing happens until something is sold.
Sales personnel make an important contribution to the production and distribution processes of the economy, as well as a positive contribution to the following economic processes: • economic growth • optimum production • economic welfare • high standard of living • full employment • creating a demand for consumer goods.
The role of personal selling in the business
The importance of personal selling differs from business to business and from one industry (for example retail, car, insurance, property etc.) to the next. In every business marketing a product or service, the salesperson fulfils an important function.
Salespeople: • serve as a source of income • promote profit and goal attainment
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