Personal Selling on the Internet

Last Updated on Fri, 24 Nov 2023 | Marketing Communications

The Internet has been both a benefit and a detriment to many of those involved in personal selling—particularly those in the business-to-business market. For some, the Internet has been a threat that might take away job opportunities. Companies have found that they can remain effective—even increase effectiveness—by building a strong Web presence. The high-cost and poor-reach disadvantages of personal selling are allowing these companies to reduce new hires and even cut back on their existing sales forces.

On the positive side, websites have been used quite effectively to enhance and support the selling effort. As noted earlier, the Web has become a primary source of information for millions of customers in the consumer and business-to-business markets. Visitors to websites can gain volumes of information about a company's products and services. In return, the visitors become a valuable resource for leads that both internal and external salespersons can follow up, and they become part of a prospect database. Not only can potential customers learn about the company's offerings, but the selling organization can serve and qualify prospects more cost-effectively.

The Web can also be used to stimulate trial. For many companies, personal salespersons can reach only a fraction of the potential customer base. Through trial demonstrations and/or samples offered online, customers can determine if the offering satisfies their needs and if so request a personal sales call. In such cases both parties benefit from time and cost savings.

Some companies have used the Internet to improve their one-on-one relationships with customers. By providing more information in a more timely and efficient manner, a company enables customers to learn more about what it has to offer. This increases the opportunity for cross-selling and customer retention. For example, Neoforma.com links hospitals and medical supply vendors with listings of 300,000 medical products, with pages describing separate product categories.14 For those interested in medical products, the site has become a one-stop shopping center (Exhibit 15-11). In addition, by providing a website, companies can improve their response times to inquiries as well as complaints, thereby improving customer service.

In a well-designed IMC program, the Internet and personal selling are designed to be complementary tools—working together to increase sales. It appears that more and more companies are coming to this realization.

Continue reading here: Direct Marketing on the Internet

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Readers' Questions

  • Mulu
    How marketers use internet to implement personal seling?
    8 months ago
  • Carter Robertson
    What side do i go to if i'm selling personal items on the internet?
    10 months ago
    • If you are selling personal items on the internet, you would use an online marketplace such as eBay, Amazon, or Craigslist.
    • belladonna
      How to use internet to implement personal selling?
      10 months ago
      1. Utilize social media networks. Social media networks like Facebook, Twitter, LinkedIn, and YouTube can be powerful tools for personal selling. You can post about your products or services, interact with potential customers, build relationships and brand loyalty, and offer discounts, coupons, or promotions.
      2. Create an online portfolio, website, or blog. If you don’t have a website or blog yet, it’s time to create one. You can use a website builder to quickly and easily get started. This is a great way to showcase your products and services and provide potential customers with more information.
      3. Connect with customers through email campaigns. Email marketing is still a great way to reach potential customers and build relationships. You can create personalized emails tailored to each customer’s needs, as well as automated emails that welcome new customers and send follow-up messages. You can also set up a mailing list to stay in touch with customers and inform them about upcoming promotions or sales.
      4. Start a blog. A blog can be a great way to connect with customers, share information about your products or services, and build relationships. You can post case studies, customer testimonials, product features, and more.
      5. Participate in online forums and groups. Online forums and groups are a great place to connect with potential customers, get feedback and advice, and build relationships. You can also use these platforms to respond to customer questions and find new leads.
      6. Take advantage of video. Video is a great way to engage potential customers and promote your products or services. You can create tutorials, customer testimonials, product demonstrations, and more. You can also use video to connect with customers and build relationships.
      7. Reach out to influencers. Influencers can be a great way to reach potential customers. You can collaborate with influencers to create content that promotes your products or services and connects you with potential customers. You can also use influencers to promote your brand and build relationships.
      8. Use search engine optimization. SEO can be a great way to reach potential customers and drive more traffic to your website. You can optimize your content with keywords that customers are likely to use when searching for your products or services.
        9. Following these 8 tips will help you use the internet to implement personal selling and reach potential customers.
      • katariina
        How to sell on the internet?
        1 year ago
        1. Find a Niche: Research the types of products that are already popular in your chosen market, and decide what you’d like to specialize in.
        2. Source Products: Look for reliable suppliers who can offer quality goods at competitive prices.
        3. Create an Online Store: Decide which eCommerce platform you want to use to build your online store.
        4. Promote Your Store: Promote your store through content creation, SEO, PPC and social media campaigns.
        5. Accept Payments: Enable customers to make payments by setting up merchant accounts with a payment gateway.
        6. Fulfill Orders: Package and ship your orders to customers quickly and efficiently.
        7. Analyze and Improve: Track your sales and use the data to improve your store.