Personal Selling

Personal Selling

What is personal selling?

Personal selling is where businesses use people to sell their products after meeting face to face with the customer. The sellers try to promote their products by their attitude, appearance and personal knowledge. An example of personal selling would be found in department stores on their perfume and cosmetic counters. Customers can get advice and can even try the products (like a trial run). Products with high prices are usually sold by personal selling, an example would be cars or office equipment (e.g. photocopiers).

What is a trunk show?

A trunk show is when professional stylists sell products of a business at ‘home parties’. Anyone can host a trunk show and they promote the brand in a home environment and the host usually offers drinks and nibbles to give a relaxed environment.

Why do Stella and Dot employ stylists rather than sales people?

A stylists is a sales person but they call them a stylist to give the impression of a lifestyle of luxury and glamour rather than just a sales pitch. The customers will feel a lot more important and special is they are being styled by a stylists rather than a boring sales person and this could potentially make the customers want to buy more and give a good image of the brand.

What are Stella and Dot’s methods of selling?

The way Stella and Dot sell are either online or via a trunk show. This will appeal to customers because there is an element of personal and home selling which would make the customer feel special. In addition to this the sale would feel a lot more important to the customer because it’s in a comfortable environment in their friend’s house. This creates a relaxed atmosphere which would encourage more sales because a customer is at ease. The wording Stella and dot use, for example ‘trunk show’ or ‘stylists’ give off the concept of luxury and quality which would appeal to the customer.