PERSONAL SELLING AND SALES MANAGEMENT
Personal selling has been a popular practice among certain kinds of businesses since a long time ago. Companies that launch new services of goods frequently, usually need to use personal selling to make the new product more appealing to the costumer. Personal selling is designed to provide the prospective costumer with reasonable exudes to purchase the product. To achieve this goal, personal consultants sometimes have to show a demonstration of the product or link the product to the lifestyle of the costumer, etc. All of these strategies and more, often provide the company with new and loyal costumers because the company has created a sense of credibility and familiarity.
However, this kind of service is not needed in every type of businesses. It is necessary for companies that launch luxurious and innovative products, such as private jets, yachts or new technologies, for which the costumer needs a proper demonstration and justification. For other companies that sell simple, everyday products, such as clothes and food, personal selling is not crucial to the business' success.
Zara is one of the world's largest apparel retailers. It is said to be a "fashion imitator" because rather than attempting to create new fashion trends, it focuses on manufacturing versatile quotidian products based on the already established trends. This strategy allows Zara to have costumers who already know what they want and do not need personal selling to invent reasons for the products purchase.
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