(a) Personal selling is a direct, face to face method of communication with the consumer. The personnel of the firm comes into contact with the customer.
(b) Importance of personal selling includes:
(i) It affords opportunity to respond to questions and handle objections promptly.
(ii) It allows the sales person to foresee a customer's particular needs and problems.
(iii) It is flexible to operate.
(iv) There is immediate feedback from the customers.
(v) It is a good method of sale when introducing a new product.
(vi) It is an important public relations tool utilized to project their image.
(vii) Modification is possible to suit the need of the buyer.