Role of relationship marketing in personal selling
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.The goal of relationship marketing (or customer relationship marketing) is to create strong, even emotional, customer connections to a brand that can lead to ongoing business, free word-of-mouth promotion and information from customers that can generate leads.
Personal selling is an oral conversation with potential buyers of a product with the intention of making a sale. The personal selling may concentrate originally on developing a connection with the inherent buyer, but will always eventually end with an endeavor to “close the sale”
Personal Selling is an essential element of the advertising mix and an efficient promotional tool. However, relationship marketing in personal selling also has the negative side because, in order to convince consumers that they need a supplier's merchandise, agents focus on delivering short-term returns for their businesses by using competitive selling methods to persuade customers to buy goods.