Which promotional technique relies on sales staff directly helping and persuading customers to make a purchase?

• A. Sales promotion
• B. Personal selling
• C. Advertising
• D. Public relations

Answer: (B)

Direct, two-way interaction between a salesperson and a customer to explain, persuade, and close a sale is called personal selling. This method relies on the salesperson directly helping customers, answering questions, addressing concerns, and demonstrating features to tailor the message to the buyer’s needs. Because the communication is personal and interactive, it can adapt in real time, handle objections, and move the buyer toward a purchase, potentially negotiating terms as needed.

Sales promotions involve short-term incentives to boost demand but don’t require direct, ongoing persuasion by a salesperson. Advertising uses paid messages aimed at a broad audience and isn’t tailored to an individual. Public relations focuses on shaping the company’s image and relationships with various publics rather than directly persuading a specific customer to buy.

So, the technique that relies on sales staff directly helping and persuading customers to make a purchase is personal selling.