Advertising Versus Personal Selling
Business for sale is a vast area of research and discussion
. There are many a people looking forward to sell their business at the best value. And, they have the right to it too because of the hard work they have put in over the years.
While there are many ways of selling your business, we can broadly categorize it into two major heads, namely;
1.Advertising
2.Personal Selling
Advertising has its own benefits over personal selling and so does the latter. There have been debates about whose better of the two? Let us try and make out, if at all that can be done.
Let us discuss about the differences of both the tools of promotion.
While personal selling is a personal form of communication, advertising is an impersonal form.
The message put across by advertisements is a standard one. However, in case of personal selling one can mould the message according to the customer being approached.
So, personal selling is highly flexible in comparison to advertising.
Talking about the cost involved per person, it is high in personal selling. While per unit cost involved in advertising is quite low since it reaches a wider audience.
This reminds of another aspect that is reaching out to people. While for personal selling, sales executives are given the charge of promotion, they have a limited reach. Advertising has a mass reach, as discussed earlier.
The time consideration is a big factor. Personal selling involves huge amount of time, however, advertising is just done and paid for once and the word about the product keeps spreading across the globe. To reach a wider market, personal selling involves a lot of time.
Advertising is useful when one wants to reach out to the actual consumers, while, personal selling helps to convey the message about a product to the intermediaries such as wholesalers, distributors etc.
One can obtain immediate response from the promotional tool used when personal selling is used. However in case of advertising, immediate and accurate feedback cannot be obtained.
So one has to decide as to which method should be used to promote which product or service.
It depends on the nature and scope of business and also the competition in market.
People thinking about selling their business should also take decision after considering all the demerits and merits of both, advertising and personal selling.
The basic rule that governs the promotion of business for sale is the scale of operation of the business. If you have a small business you can sell it off on your own through personal selling. However if the business is a huge one and you have been finding difficulty in getting the right potential buyer for the same, use advertising it online or in the print.
Putting the right advertisement or the perfect technique for personal selling will get you the maximum number of customers for your products.
It is also essential to handle the promotion properly in order to ensure that you are able to sell your business at the earliest and at a profitable price.
by: Cynthia May
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