This chapter discussed the nature of personal selling and the role this program element plays in the promotional mix. The role of personal selling in the IMC program varies depending on the nature of the industry, competition, and market conditions. In many industries (for example, industrial markets) the personal selling component may receive the most attention, while in others (for example, consumer nondurables) it plays a minor role. However, managers in most industries believe the importance of this program element will continue to increase over the next few years.

Personal selling offers the marketer the opportunity for a dyadic communications process (a two-way exchange of information). The salesperson can instantly assess the situation and the effects of the communication and adapt the message if necessary.

While this exchange lets the sales rep tailor the message specifically to the needs and wants of the receiver, its disadvantage is a nonstandardized message, since the final message communicated is under the salesperson's control. In an attempt to develop a standard communication, marketers provide their reps with flip charts, leave-behinds, and other promotional pieces.

Evaluation of the personal selling effort is usually under the control of the sales department, since sales is the most commonly used criterion. The promotions manager must assess the contribution of personal selling with nonsales-oriented criteria as well, integrating this element into the overall IMC program.