case study on personal selling

Personal Selling: Definition, Real-Life Examples, and Strategies

Melissa Williams

What Is Personal Selling?

Personal selling advantages & disadvantages, types of personal selling, how to piss people off: the opposite of personal selling, personal selling process, how to get started with personal selling, 5 personal selling examples that are endorsed by prospects.

It’s hard to give a personal selling definition when there are so many out there.

You can browse online for a minute — or ten — and it’s still very unclear.

Let’s look at the best answer plus real-life examples, processes, and how to get started.

Here’s what we’ll cover:

• The Opposite of Personal Selling
• 5 Personal Selling Examples

Personal selling is an approach where sellers humanize themselves and show they’re there to help prospects, not sell at them. The approach involves one-on-one interaction between buyer and seller and can be via email, phone, video, or in person (face-to-face).

So instead of taking a megaphone to share features far and wide, you take a step back and turn your head to listen.

This applies to both in-person and virtual meetings. When you don’t have your prospect there to tell you what they want, you can still take a first step.

Read on for 5 examples of personal selling that take place over email. All of them involve the action you need to take when you haven’t spoken yet: looking them up online.

When you identify their responsibilities, interests, and needs, you take one giant leap for sales kind.

Although there are immense benefits of personal selling, there are some disadvantages to this type of selling. Let’s look at both the advantages and disadvantages below.

Personal Selling Advantages

• Creates two-way communication which helps you resolve objections easier
• Builds rapport and forms lasting business relationships
• Helps you convey more information and value

Personal Selling Disadvantages

• Takes more time, effort, and is ultimately more expensive
• Your reach is more limited and you talk to fewer prospects
• Contributes to a longer sales process

Personal selling can typically be categorized into three types of sellers: order takers, order creators, and order getters.

• Order Takers: Order takers serve as the point of contact for customers; they handle customer requests and inquiries. Their primary responsibility is to identify customer requirements and help fill their needs. An example of an order taker is a retail sales rep.
• Order Creators: Order creators don’t complete the transaction themselves; they persuade customers to promote the business’s offering. Examples of order creators include pharmaceutical reps and brand reps working with retailers.
• Order Getters: Order getters reach out to potential buyers directly in hopes of persuading them to buy their product/service. Examples include B2B sales , telemarketing, door-to-door sales, and consultative sales.

We’ve all been there.

Something that, by its nature, irks you happens again, and again, and again — but you brush it off because you can just focus on other things.

Until someone totally calls it out for you, and you’re like, “YES!”

The bad news: You might be the thing annoying your prospects right now (whoops). We get it, you have a quota. But there’s a person on the other end of that email, and your “respectful persistence” is actually pissing them off. To the point that you’re hurting your chances of getting them to take a meeting with you.

The good news: You can actually become the person who identifies what’s annoying them and shows them that there’s a way to totally eliminate it. More on this later.

What to Avoid When Personal Selling

For right now, just remember that you need to avoid these sources of frustration :

• Leading with who you are and what your company does instead of their situation.
• Telling them that you want to talk rather than asking them if they are interested.
• Personalizing a line to them while still being pushy — that’s just putting lipstick on a pig.

With each of the scenarios above, your recipient reads your email the same, no matter what it actually says: “Hi faceless prospect, I have a quota and am worried about me. Confirm a meeting time or else.”

Not the most appealing, right?

We already spend 35% of our workday in meetings that we schedule and we are required to attend. Why would we add another?

Getting to “yes” with a meeting request requires two things: 1) that they agree with you that their time is worth it, and 2) their preferred mode of communication to gather info is to have a call.

Studies show that introverts make up one-third to one-half of the population, and they dislike having meetings where they haven’t info-gathered on their own first. Booking a meeting just to tell them more is not their cup of tea.

What to do about it:

• Read over any professional email before you send it, and ask yourself: If I were the person receiving this email, would I say “yes” to this request?
• If you do ask for a meeting, be specific about what they would get out of that phone call that they can’t learn on their own.
• Think through your tendency to ask for a call. Is there a more engaging way to ask, or a better way to start a conversation that qualifies the match for both of you?

1. Prospecting

Prospecting involves identifying and qualifying ideal buyers for your product/service. This can be done through networking events, referrals, cold outreach, social media, and more. Lead qualification is essential here to narrow down your pool of leads to the prospects that are most likely to turn into paying customers.

2. Pre-approach

Next, research is necessary before contacting/meeting with your leads. That way, you’re entering the conversation prepared with knowledge of their background, business, and market.

3. Approach

The goal of the approach stage is to understand the prospect’s wants, needs, and pain points. You should ask open-ended questions to gauge as much information as possible about the prospect so that you can tailor your pitch to their specific needs.

4. Presentation

Now it’s time to show the prospect why you’re the right fit to solve their problems and help them succeed. This is where you show them your product/service and demonstrate its benefits and how it can help solve their specific pain points .

5. Handling Objections

Sales objections are inevitable. This is where you should be ready to alleviate any concerns they may have and address them head-on. This may include answering unresolved questions, providing further information, and offering tailored solutions.

If all has gone to plan, you’ve built rapport with this prospect and developed a relationship. Now, it’s time to close the mutually beneficial deal. This step involves finalizing contracts, payments, and invoices.

7. Nurturing/Following Up

Last but not least, always follow up with the customer. This is where you ensure the customer is happy, is receiving an effective onboarding process, and is satisfied with the product/service. This step is important to show the customer you still care, even after the sale has been closed.

How can you stop nagging your prospect and become a friendly, useful note in their inbox?

Personalization — Find an interest or need to create affinity bias and remove negativity bias.

Benefit — Show them the end picture; don’t just spell out your features.

Request — Doesn’t have to be their time. It could be a question to open up a conversation.

As emailing individuals, we’re trained to 1) have a disdain for sales emails and 2) like people who are similar to us.

Turn 1 into 2 by showing them that you aren’t just a seller; you’re a human being who is just like them, and you recognize their needs.

This brings us to 3: our brains are wired to love talking about ourselves . Use this to your advantage by focusing on them to start a conversation with your prospect.

Personal Selling Strategy: PBR Approach

How to get started with the PBR approach right now :

Third — Relate this back to your value prop.

Here’s how it works in an email:

• Start from where they are. (Ex. “I noticed XX” — where XX is where they are).
• Add context. (Why you bring it up)
• Connect the dots. (What’s in it for them?)
• Get to the point — make your ask.

Hint : It’s a waste of time (and sabotage to your email) to make an unwarranted request. Yes, your goal might be to book a meeting, but sometimes it’s worth nurturing with questions first. Because their silence to repeated requests to book time isn’t really silence, is it? It’s them saying “Nope, I’m good.”

To help you get started, below are five real personal selling emails that booked meetings.

Tip: Perfect your sales outreach with these data-backed findings.

1. The Candid Close — Give Them a Reason Why

Nothing’s worse than being invited to a meeting without an agenda that truly applies to us.

It’s estimated that we spend 31 hours in unproductive meetings every month. And in every meeting, 73% of people do other work because they don’t relate to the content.

When we’re in control of deciding whether or not to go, we’re going to say no.

Unless we’re given a good reason why it’s worth our time.

In the email below, a Yesware account executive adds two clear reasons for a meeting that help him transition from his Benefit to Request:

Email tracking revealed to this sender that this email was opened multiple times and the link was clicked. So he probably wasn’t surprised when he got this back:

Pro Tip: If your recipient published anything on LinkedIn recently, reference it, link to it, and show you read it with a connecting statement (all in the first paragraph above).

2. Crash My Calendar (Seller Turned Singer-Songwriter)

Hearing our favorite song makes us feel good. Neuroscientists at McGill University discovered that it releases dopamine, a chemical that controls our reward and pleasure centers.

“These findings provide neurochemical evidence that intense emotional responses to music involve ancient reward circuitry in the brain,” says Dr. Robert Zatorre, neuroscientist at The Neuro. “To our knowledge, this is the first demonstration that an abstract reward such as music can lead to dopamine release.”

Which is why emailing a prospect with lyrics from a favorite song — adjusted to them and their business needs — puts a smile on their face and a reply in your inbox.

Here’s an example from one of our account executives:

And what Luke got back:

How to do it: Find their favorite band (try Facebook). Look up a song by said band, then tweak the chorus to your value prop.

3. Everyone Has the Same Achilles Heel: Competitors

We’re all constantly working to meet the needs of our target market and stay ahead of competitors at the same time.

It’s a difficult task, and it comes up on all teams across all industries.

Because it’s universal, you can use it for any prospect you’re emailing.

Give their pain point a nudge, then show them how you can fix it.

Here is a good example of personal selling from a Sr. Business Development Rep at Influitive:

There are two important things that Josh does well:

• Goes beyond simply naming a competitor by pointing out a very specific weak spot. This is what delivers true value, along with a very specific way to solve the problem.
• Asks a question instead of requesting my time. This is a good technique to use if you’re creating a drip campaign that you’ll automate. Work up to asking for a meeting.

How to do it on your own:

• Find their competitor.
• Identify one weak spot where you can help, and make it specific.
• Ask a question that is relevant, would likely be answered by a “no,” but should be a “yes.” If it’s clear you have the intel to get them to “yes,” boom – there’s their incentive to answer.

4. Connecting on a Human Level — What’s Bothering Them?

Some days, it can feel like the world is out to get you.

Personal selling lets you turn this around for someone by showing them you’re on their side.

Check out this email from our Account Executive Clare Durkin:

How to do it on your own: Find something that’s been bothering your prospect (ideally outside of work), then use a high-level connecting statement to tie it to a pain point on their team. Here, the connection is wasted time. In this case, it’s okay to ask for a meeting, because:

It’s the fastest way to help them solve the problem.

Here’s what Gloria replied back:

5. Bringing In Their Favorite Movie

What’s your favorite movie?

Think about it.

Now, how would you feel if someone acknowledged your love for this movie and geeked out with you about it?

You’d probably be impressed, and if it came through your inbox, it would be a welcome reprieve from typical business emails.

Here’s an email sent by our sales consultant Alex (and the reaction he got back):

How to do it: Find their favorite movie (try Facebook and Twitter). Identify a character and at least one well-known attribute that you can relate back to your own product or service (through metaphor). What end benefit do they both share?

Here’s how it works in Alex’s email:

Character : Jedi → Salespeople at JBX

Attribute 1 : Lightsaber → Sales enablement tool

Attribute 2 : Mind tricks → Engagement data

Shared end benefit : Success (whether it’s conquering the sith or scaling and growing a team).

Note: This technique works best for movies where there’s a clear protagonist and antagonist.

That’s all for now. Do you have any examples of emails that worked for you? We’d love to hear from you!

• “Personal selling” = Finding out who they are & what their needs are, then catering your initial outreach to that. Your first email should start a conversation where you listen .
• Move away from features and identify your value prop. What’s the end benefit?
• Lead with them, not you.
• Use a tool like email tracking to see when they’re opening your emails.

This guide was updated on October 10, 2023.

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What Is Personal Selling? Importance, Objectives & Examples

Have you felt your sales efforts lack customer connection? 

Personal selling offers a direct approach to engaging potential customers, addressing their specific needs, and convincing purchases. 

Let’s delve into the world of personal selling, exploring its essence, and significance in fostering business growth.

Key Takeaways

• Connect & Convince: Personal selling thrives on direct, one-on-one interactions, specifically tailored to meet each buyer’s unique needs. This approach not only aims to build strong connections but also convinces individuals to make a purchase.
• Drive Sales & Build Relationships: It addresses specific customer objections head-on, thereby boosting conversion rates. More importantly, it nurtures long-lasting relationships, laying a solid foundation for repeat business and referrals.
• Measure and Optimize: The success of personal selling can be measured through key performance indicators like conversion rates and average deal size. Continuous analysis and strategic adjustments ensure sustainable growth.

Table of Contents

What is personal selling.

Unlike mass marketing techniques, this involves a personalized, tailored interaction between a seller and a buyer. 

It differs from mass marketing techniques. A personalized interaction between a seller and a buyer. The interaction is tailored to each individual. Personal selling is a dynamic process that allows for real-time feedback. Specific concerns can be addressed here. The sales rep and pitch are tailored to each person’s unique needs and preferences.

Advantages and Disadvantages of Personal Selling

The following table outlines the advantages and disadvantages of utilizing personal selling in businesses: 

Importance of Personal Selling

Personal selling is a critical component of any successful business strategy, and its importance cannot be overstated. Here’s why,

Source: Epsilon

Building Long-Term Customer Relationships: 

Personal selling builds trust and rapport. It lays the foundation for long-term customer relationships. These relationships can drive repeat business and referrals. 

Driving Higher Conversion Rates: 

The one-on-one nature of personal selling allows for addressing specific objections and concerns. This increases the likelihood of closing a sale. 

Gaining Valuable Customer Insights: 

Through personal interactions, salespeople gather insights about the prospect. They get to know customer needs, preferences, and pain points. These insights enable businesses to continuously improve their services, and marketing strategies.

Objectives of Personal Selling

In the world of sales, personal selling plays a pivotal role in achieving key business goals. Let’s explore the primary objectives that drive this effective strategy:

Acquiring Qualified Prospects:

One of the main objectives of personal selling is to identify and engage with customers interested in a company’s offerings.  Sales reps target specific prospects to boost conversion chances.

Uncovering Customer Insights:

Personal interactions enable salespeople to gather valuable customer insights. This feedback helps in understanding evolving customer needs and identifying pain points. And also companies can inform the development of new or improved products and services.

Boosting Sales and Revenue:

At its core, personal selling aims to drive sales and revenue growth for businesses. By tailoring their pitch to each customer’s unique needs and preferences. In this way, sales reps can effectively communicate the value proposition of their offerings. This tailored approach ultimately leads to more closed deals.

Nurturing Long-Term Customer Relationships:

Personal selling allows businesses to foster relationships with existing customers. Through personalized interactions and attentive service, sales reps can build trust and loyalty. This encourages repeat purchases and positive word-of-mouth referrals.

Creating Emotional Connections:

Effective personal selling goes beyond just presenting features and benefits. It involves establishing a personal connection with customers. It creates a sense of trust and understanding. 

These emotional connections can increase successful sales and long-term customer loyalty. Personal selling enables business growth as well as lasting customer relationships. They can gain valuable insights for continuous improvement. 

Key Takeaways:

• Identify and engage qualified prospects
• Gather customer insights for product development
• Boost sales and revenue through tailored pitches
• Nurture long-term customer relationships
• Create emotional connections for increased loyalty

Personal selling is a powerful tool that enables businesses to connect with customers, build relationships, and drive sales while also gaining valuable insights for continuous improvement.

Process of Personal Selling

Successful personal selling guides buyers and salespeople from the initial prospecting stage to the post-sale follow-up. The key stages of the personal selling process are,

Prospecting for Potential Customers

• This stage involves identifying and qualifying prospects interested in your service.
• Salespeople use techniques, such as referrals, networking, cold calling, or online research, to build a list of potential customers who fit their target market.

Pre-approach and Planning

• Before making contact with a prospect, salespeople conduct thorough research. 
• They analyze the prospect’s business, needs, challenges, and decision-making process.
• This information is then used to develop a tailored sales strategy that addresses the prospect’s specific requirements and pain points.

Making the First Move: Approach

• This is the initial contact with the prospect, where the salesperson aims to capture their attention and interest.
• The approach can be made through various channels, such as cold calls, emails, social media outreach, or in-person meetings. 

The goal is to establish a connection and secure an opportunity to present their offering.

Presentation Tailored to the Prospect’s Needs

• The salesperson delivers a compelling sales pitch addressing the prospect’s specific needs and pain points.
• The presentation should highlight the unique benefits of the service and how it can solve the prospect’s problems or help them achieve their goals.

Handling Objections and Concerns

• Prospects may raise objections or concerns during the sales process, and salespeople must address them professionally and persuasively.
• This involves actively listening to the prospect’s concerns, providing relevant information or examples, and offering solutions that alleviate their doubts.

Closing the Sale

• After addressing all objections and concerns, the salesperson aims to secure the commitment from the prospect to purchase their product or service.
• This may involve negotiating terms, finalizing the deal, and guiding the prospect through the purchasing process.

Post-sale Follow-up and Relationship Maintenance

• The personal selling process doesn’t end with the sale. Salespeople should provide ongoing support, address any issues or questions that may arise, and nurture the customer relationship.
• This stage involves follow-up communications, offering additional products or services, and seeking referrals or testimonials for future business opportunities.

Examples of Personal Selling

Automotive industry.

Personal selling tailors experience leveraging market research, highlighting fuel efficiency and popular configurations.

Software Solutions

Software firms use personal selling to solve industry issues, showing how their solutions streamline work and boost productivity. They match specific needs with demos and case studies.

Travel and Hospitality

Personal selling curates memorable experiences by recommending destinations and activities aligned with individual preferences and emerging trends.

Fashion and Retail

Personal selling tailors advice to customer behavior and style insights using data and trends, suggesting complementary products based on past purchases and local fashion trends.

Real Estate

Agents use market research to grasp buyer/seller needs. They prioritize amenities and school districts. Property values and pricing are determined by local market analysis.

These examples showcase how market research empowers personalized selling experiences, addressing customer needs through data-driven insights across industries.

How to Measure Success in Personal Selling

It’s essential to track and analyze relevant key performance indicators (KPIs) and metrics, to know the effectiveness. Here are some commonly used measures:

What KPIs Should You Track in Personal Selling?

Roi analysis.

It is also crucial to conduct a comprehensive return on investment (ROI) analysis for personal selling activities. 

This involves comparing the total costs associated with personal selling (including salaries, travel expenses, and marketing resources). This will be measured against the revenue generated through closed deals. 

Continuous monitoring and optimization ensure that resources are allocated effectively and drive sustainable growth.

👉 What are the three core tasks of personal selling?

The three core tasks are getting customer attention, holding interest, and motivating the buying decision.

👉 What are personal selling tools?

Common personal selling tools include sales scripts, product samples, catalogs, presentations, CRM software, and communications tools like video conferencing.

👉 Can personal selling be done remotely?

Yes, personal selling can be done remotely using video calls, phone conversations, and personalized emails. The key is maintaining a personalized approach and building a strong relationship with consumers, even if you’re not physically present.

👉 How long does it typically take to close a deal with personal selling in B2B?

The time it takes to close a deal can vary widely depending on the complexity of the product or service, the buying process of the company, and the personal relationship between the salesperson and the client. It could take anywhere from a few weeks to several months.

👉Is personal selling effective for all types of B2B products and services?

Personal selling is most effective for products and services that are complex, high-value, or require customization. It’s particularly useful where buying decisions involve a significant commitment and where organizations and buyers benefit from a consultative approach to identify the best solution for their needs.

Kickstart Your Personal Selling Journey

Personal selling empowers businesses to excel and achieve remarkable success. By embracing this powerful strategy, companies can:

✅ Connect with customers on a deeper, more meaningful level

✅ Cultivate long-lasting, mutually beneficial relationships

✅ Drive sustainable growth and profitability

By implementing a structured approach and monitoring key performance indicators, businesses can optimize their strategies for sustained growth and success across various industries.

• Build Customer Relationships That Last , Harvard Business Review
• Objection Handling: 44 Common Sales Objections & How to Respond , Hubspot
• Sales Prospecting 101: A beginner’s guide , Zendesk

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• CRM Article: Sales Success: A Deep Dive into the Personal Selling Process

CRM Article

Sales success: a deep dive into the personal selling process, smallbizcrm staff –  may 2nd, 2024.

Understanding the Personal Selling Process

At its core, the personal selling process is a strategic approach to sales wherein a salesperson engages with potential buyers to understand their needs, address concerns, and ultimately persuade them to make a purchase. It’s a nuanced journey that involves multiple steps, each crucial in guiding the prospect from awareness to action.

Step 1: Prospecting

The first step in the personal selling process is prospecting—identifying potential customers who are likely to benefit from your product or service. This stage requires diligent research and an understanding of your target market. Utilize various channels such as social media, networking events, and referrals to identify and connect with potential leads.

Step 2: Preparing

Preparation is key to success in personal selling. Before engaging with a prospect, it’s essential to research their business, industry trends, and any pain points they may be experiencing. This knowledge not only demonstrates your expertise but also allows you to tailor your pitch to address specific needs and challenges.

Step 3: ApproachThe approach phase marks the initial contact with the prospect. Whether it’s through a cold call, email, or in-person meeting, the approach sets the tone for the rest of the interaction. Focus on building rapport and establishing trust by demonstrating genuine interest in the prospect’s business and offering valuable insights.

Step 4: Presentation

Once rapport is established, it’s time to present your product or service. Effective presentations are tailored to the prospect’s needs and emphasize the unique benefits and value propositions of your offering. Use visual aids, testimonials, and case studies to reinforce your message and address any objections.

Step 5: Handling Objections

Objections are a natural part of the sales process and should be viewed as opportunities to address concerns and build credibility. Listen actively to the prospect’s objections, acknowledge their concerns, and provide relevant information or solutions to overcome them. Handling objections effectively demonstrates your commitment to customer satisfaction and can strengthen your relationship with the prospect.

Step 6: Closing the Sale

Closing the sale is the culmination of the personal selling process. This stage requires confidence, clarity, and persistence. Clearly outline the next steps, address any remaining concerns, and ask for the sale. Utilize closing techniques such as the assumptive close or the alternative close to nudge the prospect towards a decision.

Step 7: Follow-Up

The final step in the personal selling process is follow-up. Even after the sale is closed, it’s crucial to maintain communication with the customer to ensure satisfaction, address any issues that may arise, and explore opportunities for upselling or cross-selling. A proactive approach to follow-uP fosters customer loyalty but also lays the groundwork for future business opportunities.

It’s crucial to ensure that everything is in order and that your hard work pays off. Take the time to check in and make sure that everything is going smoothly. A little extra effort can go a long way!

Key Strategies for Success

While mastering the personal selling process requires dedication and practice, incorporating the following strategies can significantly enhance your effectiveness as a sales professional:

• Active Listening: Take the time to listen to your prospects and understand their needs before presenting your solution.
• Building Relationships: Focus on building long-term relationships rather than just closing deals. Invest time in nurturing connections and providing value to your customers beyond the sale.
• Continuous Learning: Stay updated on industry trends, competitor offerings, and sales techniques to maintain a competitive edge in the market.
• Adaptability: Be flexible and adaptable in your approach, tailoring your strategies to suit the unique needs and preferences of each prospect.

The personal selling process is a dynamic journey that requires finesse, empathy, and strategic thinking. Understanding the essential steps and implementing proven strategies, you can unlock new opportunities, build meaningful relationships, and drive unprecedented sales success. Embrace the personal touch, and watch your sales soar to new heights.

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What is Personal Selling and Why is it Important?

Discover personal selling, why it’s important, and how it can help your business increase sales.

Customers like to do business with people they know, like, and trust, which is why personal selling is such an important technique in sales and business.

Personal selling is a marketing technique that involves direct, face-to-face interaction with potential customers. Not only does this technique build relationships, but it also improves customer satisfaction, builds trust, and helps build brand awareness.

Personal selling involves person-to-person communication, which requires interpersonal skills and expertise to persuade leads to buy products and services.

There are many different types of personal selling, including retail sales, business-to-business sales, and telemarketing. Personal selling is especially effective with high-end products like cars and homes but is just effective with smaller purchases, especially for repeat sales and sales referrals.

Having a personal selling strategy is important for many reasons. Continue reading to learn more about the personal selling process and how it can benefit your customer relationships.

What is personal selling?

Personal selling is a type of marketing strategy that involves one-on-one interaction with prospective customers to sell a product or service.

While personal selling is a part of marketing, there are several key differences between the two. Personal selling and marketing are both important components of building a brand strategy , but they differ in their approach and objectives.

Marketing entails a broader set of activities that are designed to create awareness of a company's products or services, generate interest among potential customers, and ultimately lead to sales. Marketing can involve a wide range of tactics, including advertising, public relations, content marketing, email campaigns, social media, and more.

Personal selling is a technique that involves face-to-face selling between a sales rep and a prospective customer. With personal selling, sales representatives try to persuade a potential customer to purchase your product or service. This technique helps to build relationships with customers and ensure customer satisfaction.

Types of personal selling

There are several types of personal selling, each with its own features and objectives. Here are some of the most common types:

• Retail sales : This is the most common type of personal selling. It involves experienced salespeople selling products directly to consumers in retail stores or online. The salesperson is responsible for explaining the features and benefits of the product, answering any questions the customer may have, and closing the sale. Examples of retail sales include a salesperson at a clothing store, electronics store, or car dealership.
• Business-to-business (B2B) sales : B2B sales involve selling products or services to other businesses. The salesperson may need to work with a team to understand the needs of the business and to tailor their sales pitch to meet those needs. Examples of B2B sales include a salesperson selling office equipment to a company or a sales representative selling industrial machinery to a manufacturer.
• Telemarketing : Telemarketing involves sales reps making sales calls to potential customers over the phone. The salesperson is responsible for making a persuasive sales pitch and overcoming any objections the customer may have. Examples of telemarketing include a salesperson calling customers to sell them credit cards, insurance policies, or subscriptions to a service.
• Direct selling : Direct selling involves salespeople selling products or services directly to consumers in their homes. The salesperson typically demonstrates the product, explains its features and benefits, and helps the customer place an order. Examples of direct selling include a salesperson selling cosmetics, kitchenware, or cleaning products to customers in their homes.
• Consultative selling : Consultative selling involves salespeople acting as consultants to their customers, helping them to identify their needs and offering solutions to meet those needs. The salesperson may need to conduct a needs analysis, provide product demonstrations, and offer customized solutions to the customer. Examples of consultative selling include a salesperson selling software solutions to a business or a financial advisor helping a client plan for retirement.

Why is personal selling important?

Personal selling is important because it involves direct communication between a salesperson and a prospective customer, with the aim of persuading them to purchase a product or service or increase revenue through personalization .

Personal selling typically happens with face-to-face meetings, but it can also be conducted via phone, video conferencing, or other communication channels.

The focus of personal selling is on building relationships with customers and tailoring the sales approach to their specific needs and preferences. Examples of personal selling might include a car salesperson meeting with a potential customer to show them different car models and features, a real estate agent giving a tour of a property to a prospective buyer, or a financial advisor meeting with a client to discuss investment options. Personal selling can also help you build a personal brand strategy .

The focus of marketing is on reaching as many people as possible and generating interest and demand for a product or service, which you can do by using personal selling techniques.

Personal selling process

The personal selling process typically includes several steps, each designed to move the potential customer closer to making a purchase. Understanding these personal selling techniques is crucial so you can optimize the selling process.

By following these steps, salespeople can effectively move prospects through the customer journey and increase their chances of making a successful sale.

Prospecting

So, What is the first step in the personal selling process?

The first step in the personal selling process is prospecting . This involves identifying potential customers who may be interested in the product or service being sold. Prospecting can be done through various means, such as referrals, cold calling, networking events, or social media.

Pre-approach

Once potential customers have been identified, the salesperson needs to do some research and preparation before making contact.

This involves gathering information about the customer, such as their needs, preferences, and buying habits, as well as information about the product or service being sold.

The salesperson may also prepare a sales presentation or demonstration to use during the approach stage.

The approach stage is where the salesperson makes initial contact with the potential customer. The goal is to make a good first impression and establish rapport with the customer. The salesperson may use various techniques, such as a warm greeting, a compliment, or an opening question to engage the customer and start a conversation.

Presentation

Once the salesperson has established a rapport with the customer, they will move on to the presentation stage. This involves showcasing the product or service being sold and explaining its features, benefits, and value proposition.

The salesperson may use various presentation techniques, such as product demonstrations, testimonials, or case studies, to illustrate the product's benefits and persuade the customer to make a purchase.

Overcoming objections

During the presentation, the potential customer may raise objections or concerns about the product or service being sold. The salesperson needs to be prepared to address these objections and provide satisfactory answers that alleviate the customer's concerns.

This may involve providing additional information, offering solutions, or addressing any misconceptions the customer may have.

The final stage in the personal selling process is closing the sale. This involves asking for the customer's business and finalizing the transaction. By the closing stage, you should have formed a personal connection with the customer.

The salesperson may use various closing techniques, such as offering a discount, creating a sense of urgency, or emphasizing the benefits of the product or service, to encourage the customer to make a purchase.

After the sale, following up with the customer to get feedback after the purchase is key to strengthening the personal relationship and nurturing future sales.

It's important to note that not every sales conversation will lead to a sale, but by understanding the personal selling process, salespeople can increase their chances of success, build stronger customer relationships, and improve the customer experience.

Advantages and disadvantages of personal selling

Personal selling advantages and disadvantages may come into play when deciding to use this concept for your business. It can be a very effective component of a well-designed marketing strategy, so knowing the pros and cons is essential.

• Customization: With personal selling, you have the power of personalization at your side. For example, a salesperson selling office equipment to a business can identify the specific needs of the business and provide customized solutions that meet those needs.
• Relationship-building: A financial advisor who engages in personal selling can build a strong relationship with clients by providing personalized financial advice, answering questions, and demonstrating a genuine interest in the client's financial well-being. This can lead to long-term business relationships and referrals.
• Immediate feedback: A salesperson who is selling a new product can observe the customer's reactions and adjust their sales pitch accordingly. For example, if the customer seems hesitant about the price, the salesperson can explain the value of the product and offer additional information to address the customer's concerns.

Disadvantages

• High cost: Personal selling strategies can be expensive. For instance, a company that employs a sales team to sell industrial machinery to other businesses may incur significant costs associated with travel, equipment, and salaries. This can be particularly true if the sales cycle is long and requires multiple visits.
• Limited reach: With personal selling, you may not reach as many people as you would with other marketing techniques. For example, a salesperson selling cosmetics to customers in their homes can only reach a limited number of customers at a time. This can make it difficult to generate significant sales or reach a wider audience.
• Inconsistent quality: A company that relies on untrained or inexperienced salespeople to sell its products may encounter issues with quality and effectiveness. This can result in missed sales opportunities and negative customer experiences. For example, if a salesperson is not knowledgeable about a product, they may not be able to answer customer questions or provide effective solutions.

Humanize your sales process with personal selling

You can improve your customer experience by adding personal selling to a well-thought-out marketing strategy. But to get started with personal selling for your business, you need to have the right tools and resources, which you can get with Mailchimp.

Mailchimp has all the tools and resources you need to seamlessly strengthen your business, build your brand, and humanize your sales process. Contact us today to get started.

Personal Selling: Definition, Techniques, and Examples in 2024

• March 4, 2024

Once upon a time, sales was 100% personal selling. But now, thanks to globalization, advances in technology, and the rising cost of travel, personal selling is just one of many techniques available to salespeople to warm up a lead and close a deal.

Personal selling should be part of a wider sales mix, alongside telesales, email marketing, sales promotion, advertising, and public relations. But personal selling must not be overlooked: it remains an extremely important part of a salesperson’s arsenal and is a skill every good salesperson must master.

What is personal selling?

Personal selling is when a salesperson meets a potential buyer or buyers face-to-face with the aim of selling a product or service. The most traditional form of sales, many salespeople are lured to the industry by the adrenaline rush of high-stakes personal selling; picture those whisky-swilling Mad Men, or the ultra-driven salesmen of Glengarry Glen Ross.

These days, there’s a lot more to sales than attending meetings.

Why? Simply put – the expense.

Think about it: each face-to-face meeting requires significantly more investment – from both sides – than just contacting a prospect via email or phone. Suddenly, you’ve got travel expenses. And the time it takes to prepare for, travel to, and take the meeting only adds to the cost. This is why it’s vital to consider the value and type of product you’re aiming to sell – as well as the likelihood of closing the deal – before automatically opting for personal selling.

But face-to-face meetings certainly still have their place. Consider this: 68% of B2B customers are lost due to indifference or perceived apathy rather than mistakes. Attending a sales meeting is a prime way to combat this issue by showing you care enough to invest time and money in your prospect on good faith.

Fifty-eight percent of buyers state that sales meetings are not valuable, and that there should be a greater focus on the value businesses can deliver to them. On the face of it, this doesn’t sound like great news for salespeople who shine in meetings. But it does mean that over 40% of prospects are open to sales meetings. The other 60% may just need convincing that a meeting will help you add real value to their business.

Personal selling Techniques

1. focus on the right leads.

With the extra time and monetary investment required for face-to-face sales meetings, it’s essential businesses lock down ROI by choosing the right prospects to meet in person through a comprehensive lead-qualifying process.

Not every meeting will lead to a sale, but you can get yourself closer to hitting those sales stats by asking yourself:

• What is the value of this potential sale?
• What is the size of the business you’re selling to?
• Is your product or service genuinely going to serve the business well?
• Could building a strong relationship with the DM lead to more business down the line?
• Is a sales meeting actually going to help close the sale? Perhaps the DM is extremely time-poor and prefers email or telephone communication?
• What value can you add in a sales meeting?

2. Exceed expectations through preparation

Salespeople who turn up to a meeting without preparing properly are a serious irritant for buyers. In fact, 82% of B2B buyers think sales reps are unprepared. This suggests that many prospects have been deterred from sales meetings – which they may consider a waste of time – due to negative past experiences.

It’s your job to change their mind.

Buyers don’t want to work with pushy salespeople. For buyers, a positive sales experience involves a sales representative who:

• listens to their needs
• is invested in the success of their business
• provides relevant information

Yet, just 13% of prospects believe a sales rep can understand their needs – suggesting salespeople have a reputation for not listening properly and just pushing ahead with a boilerplate pitch.

Active listening is of course vital for sales reps – not just in the meeting, but ahead of it. Note down every piece of information you receive via call or email and use this to your advantage in the meeting to prove you understand the business’s real needs. And practice active listening outside of meetings – when your mind is racing, it’s not as easy as it sounds.

Put yourself head and shoulders above the competition by over preparing. Don’t just research the company so you can show off by reciting stats or dates in the interview – learn about their pain points, their budgets, and what they’re trying to achieve. You can then position your product or service as a solution that helps them achieve their wider goals.

Your presentation should never be boilerplate: use the information you’ve gathered through research and listening to tailor it specifically to the company’s goals and how your product or service slots into their strategy.

3. Add value in the meeting

These days, it’s drummed into sales reps that they must add value in meetings, demonstrating that they’ll continue to provide useful assistance should the client sign on the dotted line. Doing this successfully demonstrates that you know what you’re talking about, and also that you care about working with the company long-term to help them achieve their goals, thereby building trust.

But what are the best techniques for adding value in that initial meeting?

Sixty-nine percent of buyers state that providing primary research data that’s relevant to their business is the best way for reps to add value. Furthermore, 95% of customers choose to buy from providers that offer relevant content at every stage of the buying process.

The amount your company is willing to invest in research or content ahead of the meeting will no doubt vary depending on the size of the potential deal. But there’s always some level of research salespeople are able to do ahead of the big date.

Use your company’s tools to pull data surrounding the business and its competitors that the organization hasn’t gathered itself. Give an analysis of the top-level findings in your presentation, explain how your products and services can help with the challenges you’ve uncovered, and then send the DM the data and your analysis. Ask your content team to create a bank of assets surrounding regular FAQs and industry pain points – whether blogs, infographics, videos, or ebooks – so you’re able to send links to additional helpful information during or after the meeting.

4. Make it clear you’re in this together

The best-performing sales reps use collaborative words like “we” or “us” instead of words like “I” or “me.” This is a simple method for making the prospective buyer feel like you’re on their side and want nothing more than to see their business thrive.

Asking intelligent, in-depth questions surrounding their business challenges, and coming back with potential solutions related to your products and services, takes this a step further, as does turning up to the meeting with the research and data outlined above.

However you do it, make sure your client leaves the meeting seeing your relationship as a partnership.

5. Tell a story

An important stat to remember when crafting your pitch: following a presentation, 63% of prospects remember stories, but just 5% remember statistics. Storytelling hooks in prospects significantly more than a bunch of dry numbers.

Turn how you can add value to your client into a story, with a clear beginning (now), middle (how you’ll work with them) and end (the results they can expect).

Ensure case studies are told in story form, too. Where relevant, you can also tell the story of your company to gain buy-in: you’ll be seen less as a faceless entity, and more as a friendly brand.

When to Use Personal Selling?

Although personal selling can be used in most business scenarios, it is especially effective when you have a:

• Highly specialized offering: Personal selling is an effective way to introduce a specialized product, as it allows you to explain and demonstrate how the product is specifically tailored to your prospect’s needs. It also allows for more personalized conversations with potential customers, allowing them to ask questions and learn about the benefits of the product.
• Small market with a few large buyers: When there are only a few buyers in the market, you can reach them all through personal selling. Your sales reps can visit each buyer directly and provide detailed information about your product, convincing them of its value.
• High-end/complex product: Personal selling is especially useful when selling high-end or complex products. It allows you to explain why the customer should invest in this product, rather than settling for cheaper options available on the market. You can also demonstrate how the product works in detail, which is often necessary with more complicated items.
• Highly competitive market: You’ll need something to make your product stand out from the rest if you’re in a highly competitive market. This can be done through personal selling. Your sales rep can demonstrate how your product is different and has features that other products don’t.
• Lack of funds for other advertising channels: There are times when your company isn’t doing very well. But even if you can’t afford other advertising channels, such as TV or radio advertisements, you can still use personal selling to market your products.
• Trade show or an exhibition to leverage: Personal selling is perfect for leveraging trade shows and exhibitions, as you can use these events to introduce your product to a large group of people at the same time. Your sales reps can also go ahead and engage with each interested customer individually, explaining why they should choose your product over the competition.

Personal Selling Examples

An example of the importance of genuinely making your customer feel like you’re on their side and building trust comes from Andrew Peterson, CEO of Signal Sciences. While at college he worked at The North Face, and says his favorite customer interactions were always those where he’d recommend the customer go to another brand to find the product they needed.

Speaking to Inc , he said: “Don’t get me wrong, I loved The North Face and all of their products! But I was always more intent on getting the customer the best product for what they were looking for. When that wasn’t something from our company, I’d tell them what they should get instead and where to get it from. Funny thing was, they always ended up buying at least something from me because they were so shocked I wasn’t just pushing our products on them. A great lesson I learned from this is that the best salespeople are the ones you trust.”

When working in sales, Richard Nieset, chief customer officer at Pixlee, found a unique way to tackle one of his employer’s toughest clients in a brilliant example of personal selling. Having been warned that the contact was a “pain in the butt” who led on salespeople but never committed, he went to a meeting armed with a toy gun filled with six bullets.

Speaking to Inc, he explained: “Here was my deal: He could ask me for anything he needed from us and anything we could possibly do, we would do. But each time he asked, he had to give me one of those bullets. When I got all six bullets, I would get to ask for something in return. And you can probably guess what that was going to be. Eventually, I got him to agree, leading to one of the largest deals in our company history.”

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Cracking the Sales Code: Lessons from 8 Sales Case Studies

While HubSpot’s sales report shows a decent close rate of 29%, the lower win rate of 21% suggests inefficiencies. This gap indicates that unqualified leads are likely slipping through the cracks, requiring a closer look at lead qualification and potentially a sales process refinement to improve conversion rates.

Challenges in selling may have many reasons:

• Selling has become more challenging with the changes in consumer behavior.
• Salespeople’s selling techniques are not as effective anymore as they were years ago.
• The supply of products and/or services offered has saturated the market
• The sales distribution has spread thinly among individual salespeople.

The journey from prospect to conversion is a maze of challenges, and within these challenges lie the keys to mastering the art of sales. 

To address these challenges and others, sales case studies offer valuable insights. Let’s delve into eight specific sales scenarios—selling something readily available for free, navigating crowded markets, approaching small and medium businesses with high-value solutions, tackling overseas sales, engaging with informed consumers, navigating long sales cycles, introducing emerging technologies, and overcoming price objections.

Each case study offers valuable lessons to be learned and applied to improve your sales strategy. The book, “ Built to Sell: Creating a Business That Can Thrive Without You ” provides essential guidance on transforming a business into a sellable asset by focusing on scalability and systematization. Integrating insights from this book into sales case studies offers valuable perspectives on how strategic planning and operational efficiency can lead to sustainable growth and increased valuation for businesses.

Now, in this exploration of sales case studies, let us delve into the dynamic process of sales and let us discuss challenging sales case studies and how to deal with them.

1. Selling Freemium Solutions

Some products that are being sold have some free alternatives that people can get to. Examples include paid content and their free content alternative, CRMs, project management tools, and others. However, some businesses can sell these products and make good business out of it.

Charging for something that could be obtained for free is feasible.

That’s why services and products vary immensely – from smartphones to finding a carpenter or looking for apartments in the same area.

So, how do you sell something that people could get for free?

Let’s take the case of selling a Bottled Water. In a world where water is freely available, selling bottled water faced the challenge of convincing consumers to pay for something they could obtain at no cost.

First, you need to identify the alternative options and how it presents an opportunity for your product.

Let’s review what the options are if you want to gather water for free. Roughly speaking, you can either drink tap water or go to the nearest mountain or lake with seemingly good water.

Tap water is known to contain certain chemicals like chlorine and aluminum sulfate. Pesticides and herbicides can also be found in some tests of tap water. This could cause asthma or different forms of skin damage, along with weakening the cells and a number of known and unknown problems (that add up with time).

It’s dependent on the region, your neighborhood, the building, and the pipe installation in your home. Filtering is not a top priority for many since tap water wasn’t meant to be consumed orally in the first place. Some safety mechanisms are in place, but that’s not nearly enough. Plus, if you visit relatives or friends, there’s no way you can test the water upfront (every time).

Spring water is somewhat clean as it’s being filtered through rocks. That said, you can’t rely on the structure of the water in different pools or rivers as it depends on different factors – like the flora or fauna living there, how far the stream is from the source, and the like (there are studies out there that explain everything more scientifically).

You also need to determine what makes your product better. This will help convince people to pay a premium.

Showcase the unique value proposition, emphasizing standards, safety, and convenience. The Bottled Water Case Study unveils the mastery of transforming a freely available resource into a premium, standardized product.

• Standards and Safety: Bottled water positioned itself as a safer, standardized alternative to tap water. Compliance with government regulations and quality standards reassured consumers about the purity and safety of the product.
• Convenience: The convenience of having access to clean water on the go became a significant selling point. Bottled water addressed the inconvenience and potential health risks associated with alternative sources, emphasizing the ease of carrying, accessibility, and reliability.
• Environmental Factors: Some brands further elevated value by promoting eco-friendly practices, contributing to the sustainability narrative. This additional layer of value appealed to environmentally conscious consumers.

The Bottled Water Case Study demonstrates that by strategically emphasizing standards, safety, and convenience, a product can be transformed from a freely available resource into a premium solution with perceived value.

All things considered, there are good reasons why bottled water is priced when people can obtain it for free. The filtering process is different and is standardized across brands. It’s more widely available than public sources (except for tap water), and it’s easier to carry small bottles whenever needed.

Other goods, resources, tools, or services follow a similar process. Professional vendors invest in different activities to improve the quality of a product or a service – leading to higher demand and an actual business model. Free products and services always come with limitations – a premium provider can invest in customer support, the convenience of delivery, or anything else that is of value to the buyer.

To sum it up, identify pressing problems that free alternatives face (in this case, lack of standardization and possible health risks) and turn the narrative in your favor.

2. Selling Products With Too Many Competitors

Is your business one of the many vendors selling different flavors of the same product (or in a niche with many competitors)?

This is where storytelling comes into play. People need solutions to problems in their specific industries.

Storytelling allows for putting those features to work by defining practical scenarios. Each business is unique in a way – there is a company mission, and there are business goals. And the company culture.

There’s a backstory to starting the business and an ideal subset of problems that are uniquely solved by a solution.

Stand out through storytelling. Examine the strategies of iconic brands like Nike and McDonald’s. Learn how they leveraged storytelling to create a unique identity and connect with their audience.

What Makes You Different?

If you are entering a saturated market, the question is: what makes you different?

There are tons of supermarkets, design agencies, and dentist offices. Yet, each one of them profiles in something unique or has some vibe attuned to the energy of their ideal audience.

• Nike sells sports equipment. But aside from the notorious “Just do it”, they’ve positioned themselves with multiple influencer-baked stories through athletes like Michael Jordan, Roger Federer, Tiger Woods, and lots of football players.
• McDonald’s spent $2.3 million in 1967 for a national advertising campaign, building a solid brand, pioneering outstanding customer service, and innovating in the “Happy Meals” department. Since then, they’ve created hundreds of incredible campaigns, including “love story” journeys with marriage proposals in their stores, responses to international events, and pivots in takeaway products (among others).

Businesses operate in different manners and follow various business processes . Some focus on quality, others – on price.

Each market has value for a specific audience. To build the bond between your business and your market, you need a story that serves as the bridge between you and your customers.

The mastery of storytelling by Nike and McDonald’s highlights the power of creating a unique brand narrative. By going beyond features and connecting emotionally with consumers, these brands established themselves as leaders in saturated markets.

3. Selling High-Value Solutions to SMEs

Selling high-value solutions to SMEs involves addressing specific challenges faced by smaller businesses that may not have the resources of larger enterprises.

The thing is, most small and medium business owners provide services or products that are not completely digital. Those that sell online goods and services would do fine through on-site and online sales and marketing .

Most “outstanding” solutions fall into one of the following categories:

• Those that would bring a ton of new customers to a business.
• Solutions that depend on someone who will manage the process, configure parameters, and talk to support staff to leverage the solution (after the onboarding/training process).
• Automation tools that will simplify the process (and possibly grow the traffic or bring new leads).
• Software that promises everything but won’t commit to a “money-back guarantee” if something goes wrong.

If I receive a hard offer for something that would yield a good multiplier on an annual basis and I’m 100% confident that this would work, I’ll pay the right amount. But that’s never the case.

For instance, if your software truly promises 3x growth of the business in a year, a company may not be able to cope with hiring and training in order to accommodate that growth.

And some businesses do prefer to stay small. Not every company aims to be the next Facebook or Airbnb.

Other tools depend on team members who are heavily involved in operations, maintenance, and adherence to a process. A business may be unable to allocate the resources required for the job. A small team only employs so many decision-makers and managers capable of allocating a good chunk of their time to something new that may or may not work.

Categorize solutions and tailor offerings to bring new customers, simplify processes, or promise growth. Understand the nuances of guaranteeing ROI and the importance of building a convincing case.

• Customer Acquisition Solutions: Tailor solutions that attract new customers to help SMEs expand their client base.
• Process Simplification Tools: Develop solutions that streamline processes, ensuring efficiency and ease of operation for SMEs.
• Growth-Promising Software: Offer tools that promise growth, providing SMEs with the means to scale their operations.
• Building a Convincing Case: Understand that SMEs often need reassurance about the return on investment. Build a compelling case by showcasing success stories, emphasizing long-term benefits, and offering flexible payment plans.

Successfully delivering high-value solutions to SMEs requires a nuanced understanding of their needs. By categorizing solutions and addressing specific pain points, businesses can establish trust and demonstrate the tangible benefits of their offerings.

All in all, if you build the right case and warm up a lead enough, you may be able to close a (new) client with the right proposition. 

4. Selling Overseas

Expanding sales overseas involves navigating diverse markets, understanding cultural nuances, and overcoming logistical challenges inherent in international business.

Navigate international waters through a mix of digital marketing, local hires, social media, and strategic partnerships.

• Digital Marketing Abroad: Leverage digital marketing strategies tailored to specific international markets. This includes localized content, targeted advertising, and SEO optimized for regional preferences.
• Local Hires for Market Insight: Employ local sales representatives who understand the cultural, economic, and business landscapes. Their insights can guide effective market penetration and relationship building.
• Social Media Engagement: Utilize social media platforms to engage with international audiences. Create content that resonates with diverse cultures and encourages dialogue with potential clients.
• Strategic Partnerships: Form strategic partnerships with local businesses. Collaborations can provide access to established networks, facilitate smoother operations, and enhance credibility in the target market.

There are plenty of ways – some traditional, others – creative.

Are you selling services or products, digital or physical, B2B or B2C?

Do you target a single country or worldwide?

What are the demographics of your target audience?

What techniques do competitors use for selling?

For B2C sales (less expensive digital products/services), digital marketing and advertising work well. 

Here’s what else you need to consider as a set of strategies for multinational sales penetration.

• Influencer marketing is a good investment, albeit long-term (it takes a while to work with multiple influencers on targeted campaigns).
• Hiring a local salesperson in each area is also a great idea. Selling more expensive products in a specific country (say, the US) may justify hiring a local salesperson there. Attending conferences, trade shows, meetups – and meeting prospects locally.
• Social media works in all cases, along with a well-maintained blog. The latter takes a while and is contingent on your content strategy and keyword research.
• Personal branding online could help you land podcast appearances and other interviews. Being able to position yourself in the right media outlets (that your prospects read) may yield good results.
• Consider partnerships, too. This is extremely valuable if you team up with a business managing a portfolio of “ideal” clients providing other services (complementing yours).

Triumph in international sales requires a multifaceted approach. By combining digital marketing, local expertise, social media engagement, and strategic partnerships, businesses can overcome the complexities of global markets and achieve success beyond borders.

5. Selling to “Informed” Consumers

In the age of information, consumers are more informed than ever before. They research products, read reviews, and compare options before purchasing. This shift in consumer behavior poses a unique challenge for sales professionals—how to engage and persuade individuals who already possess a wealth of information about the products or services they seek.

Adapt to the evolving consumer landscape by focusing on informed selling. Understand the preferences, knowledge, and expectations of modern consumers to tailor your approach.

Selling electric vehicles (EVs) in a market where consumers are becoming more informed about environmental issues and sustainable living was no easy feat for Tesla. But, Tesla strategically positioned its electric vehicles as not just cars but as a sustainable lifestyle choice. The company leveraged the increasing environmental awareness among consumers, emphasizing the benefits of EVs for reducing carbon footprints. 

Elon Musk’s transparent communication and updates on Tesla’s advancements in battery technology and autonomous driving also contributed to winning over the informed consumer. 

Acknowledge and respect the knowledge consumers bring to the table. Here’s how you can do it:

• Embrace Transparency and Honesty: Be transparent about your product or service, providing comprehensive information that complements the consumer’s understanding. Consequently, you build trust by being honest about your offerings. If a product has limitations or certain conditions, communicate them openly. Consumers appreciate authenticity.
• Tailor Your Pitch: Recognize that informed consumers seek personalized experiences. Tailor your sales pitch to address their specific needs and concerns. Showcase how your offering aligns with their individual preferences.
• Become an Advisor: Position yourself as an advisor rather than just a seller. Offer valuable insights, additional information, and industry knowledge. By adding value, you position your brand as a trusted resource.
• Leverage Digital Platforms: Meet informed consumers where they are – online. Utilize digital platforms, social media, and informative content to engage with your audience. Share educational content that goes beyond the basic product features.
• Understand Their Requirements: Practice active listening. Understand the specific requirements of the consumer, and align your pitch with what matters most to them. This demonstrates that you value their individual needs.
• Incorporate Consumer Feedback: Showcase that you value consumer opinions. Integrate feedback into your sales approach. Highlight improvements made based on customer input, demonstrating a commitment to continuous enhancement.
• Stay Up To Date: The consumer landscape evolves rapidly. Stay current with industry trends, consumer preferences, and emerging technologies. An adaptable sales approach ensures you resonate with the ever-changing informed consumer.

Adapting to the informed consumer landscape is not about circumventing their knowledge but aligning your strategies to complement it. 

Understanding their preferences, acknowledging their expertise, and offering a personalized and value-driven approach can help you navigate the challenges of selling to a well-informed audience with finesse.

6. Selling Over Long Sales Cycles

Extended sales cycles can test the endurance of sales professionals. Today, the B2B purchasing process involves an average of seven decision-makers. Navigating through intricate decision-making processes, especially in industries with long buying cycles, requires a strategic and patient approach.

Cultivate patience and resilience. Learn effective strategies to nurture leads, build relationships, and stay top-of-mind during extended decision-making processes.

Here’s how you can go about it:

• Long-Term Relationship Focus : Shift the focus from immediate transactions to long-term relationships. Understand that building trust and rapport takes time, especially in industries where decisions are intricate and involve multiple stakeholders.
• Segmented Lead Nurturing : Divide your leads into segments based on their position in the sales funnel. Tailor your communication and engagement strategies according to each segment’s needs. Provide targeted content that addresses specific concerns at each stage.
• Continuous Education : During prolonged sales cycles, prospects may seek deeper insights. Provide educational content that addresses industry challenges, emerging trends, and potential solutions. Position your brand as an authoritative source of valuable information.
• Stay Top-of-Mind : Stay relevant in your niche . Regular, non-intrusive communication is key. Utilize newsletters, informative emails, and personalized updates to stay top-of-mind. Consistency in communication reinforces your commitment and interest in the prospect’s journey.
• Adaptive Approach : Be adaptable in your sales strategies. Understand that client needs and priorities may shift during extended sales cycles. Stay informed about any changes in their organizational goals or challenges, and adjust your approach accordingly.
• CRM Integration : Implement a robust Customer Relationship Management (CRM) system to track and manage interactions. Leverage automation to streamline communication and ensure that no prospect falls through the cracks during a lengthy sales cycle.
• Timely and Relevant Follow-Ups : Timely follow-ups are crucial. However, ensure that your follow-ups are not perceived as intrusive. Instead, provide value with each interaction, offering additional insights, case studies, or information that aligns with the prospect’s needs.
• Internal Resilience Training : Equip your sales team with resilience training. Extended sales cycles can be emotionally draining; having a resilient mindset is crucial. Train your team to bounce back from setbacks and remain focused on the long-term goal.
• Proactive Relationship Management : Anticipate potential concerns that may arise during a prolonged sales cycle. Proactively address these concerns, demonstrating your commitment to understanding and overcoming obstacles.

IBM often deals with complex B2B sales cycles, especially in the technology and enterprise solutions sector. The good thing is that IBM understands the need for patience in enterprise-level sales so well that IBM is the seventh largest technology company by revenue and the 49th largest overall as of 2022 and is also one of the world’s largest employers, with over 297,900 employees worldwide in the same year.

The company focuses on relationship-building through continuous communication, providing valuable insights, and showcasing the long-term benefits of their solutions. IBM invests in educational content to guide prospects through the decision-making process, recognizing that major IT decisions take time and careful consideration.

Patience is not just a virtue; it’s a strategic advantage in navigating extended sales cycles. Staying adaptive to changing dynamics positions you for success in industries where patience truly pays off.

7. Selling Emerging Technologies

Challenge: Introducing and selling emerging technologies.

Navigating the uncharted waters of selling emerging technologies presents unique challenges. The market for these products is often undefined, and potential customers may be unfamiliar with the benefits or hesitant to adopt new, unproven solutions.

Embrace the unique challenges of selling cutting-edge products. Explore ways to position your offerings as solutions to emerging needs, targeting early adopters.

When Amazon introduced its voice-controlled virtual assistant, Alexa, it was a relatively new concept in the consumer market.

Amazon strategically targeted early adopters by emphasizing the convenience and futuristic aspects of voice-activated technology. They rolled out frequent updates, continually expanding Alexa’s capabilities, and integrated it with a variety of smart home devices. By positioning Alexa as an innovative solution for smart homes, Amazon effectively captured the early adopter market and set the stage for widespread adoption.

How can you do the same?

• Identify Innovators and Early Adopters: Recognize that early adopters are key players in the technology adoption lifecycle. Understand their characteristics, motivations, and risk tolerance. Tailor your marketing and sales strategies to appeal to this audience.
• Employ Informative Content Marketing: Develop comprehensive content that educates potential customers about the benefits and applications of the emerging technology. Use webinars, case studies, and whitepapers to showcase real-world scenarios and success stories.
• Collaborate with Industry Influencers: Partner with influencers, thought leaders, or industry experts who can vouch for the credibility and potential of your emerging technology. Their endorsement can significantly impact early adopter confidence.
• Offer Pilot Programs: Mitigate the risk for early adopters by offering pilot programs. Allow them to test the technology in a controlled environment, gathering feedback and addressing concerns before a full-scale launch.
• Personalize Messaging: Craft messaging that speaks directly to the pain points and challenges early adopters face. Showcase how your technology provides innovative solutions and addresses their specific needs.
• Iterate Product Development: Adopt an agile approach to product development. Leverage customer feedback to make continuous improvements and updates. Early adopters appreciate the opportunity to influence the direction of a product.
• Establish Thought Leadership: Position your company as a thought leader in the emerging technology space. Publish insights, research, and predictions about industry trends. Build trust by demonstrating your commitment to staying at the forefront of technological advancements.
• Participate in Industry Events: Attend and actively participate in industry events, conferences, and meetups focused on emerging technologies. Networking with potential early adopters provides valuable insights and establishes your presence in the community.
• Highlight Early Success Stories: Showcase success stories of early adopters who have experienced positive outcomes with your technology. Peer testimonials and success narratives can be powerful motivators for others considering adoption.

Effectively selling emerging technologies requires a balance of innovation, education, and strategic partnerships. Remember this to successfully navigate the challenges associated with introducing cutting-edge products to the market

8. Selling Over Price Objections

Price objections are a common hurdle in the sales process. Customers may perceive your product or service as expensive, leading to hesitancy or the exploration of more budget-friendly alternatives.

Entering a market dominated by established razor brands, Dollar Shave Club needed to justify its subscription-based model. Dollar Shave Club addressed price objections by focusing on the convenience and cost-effectiveness of its subscription service. 

The company highlighted the quality of its razors, the simplicity of doorstep delivery, and the overall savings compared to traditional razor purchasing. By providing additional value through a hassle-free experience and high-quality products, Dollar Shave Club successfully attracted customers despite initial price objections.

Highlight the value proposition beyond price. Showcase the long-term benefits, unique features, and additional value your product or service brings to overcome objections.

• Emphasize Comprehensive Value: Clearly communicate the holistic value your product or service provides. Highlight not only the immediate benefits but also the long-term advantages, cost savings, and positive impact on the customer’s business or life.
• Highlight Unique Selling Points: Identify and emphasize the unique features or attributes that differentiate your offering from competitors. Showcase how these distinctive elements contribute to a superior customer experience or enhanced outcomes.
• Provide ROI Demonstrations: Offer concrete demonstrations of the return on investment (ROI) that customers can expect. Use case studies, data analytics, or testimonials to illustrate how your product delivers tangible value that surpasses its cost.
• Create Value-Added Bundles: Package your product or service with complementary offerings to create additional value. Bundling allows you to present a more attractive overall proposition, making the price seem reasonable in comparison to the bundled benefits.
• Introduce Flexible Pricing Models: Explore flexible pricing options, such as tiered plans or subscription models. This allows customers to choose a pricing structure that aligns with their budget while still accessing essential features or services.
• Share Customer Success Stories: Leverage the power of customer testimonials and success stories. Showcase how other customers have overcome initial price concerns and achieved significant value and satisfaction over time.
• Offer Free Trials or Samples: Provide customers with the opportunity to experience your product or service through free trials or samples. Allowing them to test the offering firsthand can alleviate concerns and demonstrate its worth.
• Educational Materials on Value: Develop educational content that specifically focuses on the value derived from your product or service. Highlight the unique attributes that contribute to a positive customer experience or solve critical problems.
• Transparent Pricing Discussions: Be transparent in pricing discussions. Clearly articulate the value proposition and explain how the pricing structure aligns with the benefits and features offered. Open communication builds trust and addresses concerns.

Overcoming price objections involves showcasing the true worth of your product or service. 

Effectively communicating comprehensive value, emphasizing unique selling points, and providing tangible evidence of ROI position your offering as a valuable investment rather than a mere expense.

Without a doubt, the sales industry is a dynamic one that requires adaptability, ingenuity, and strategic thinking. Exploring the various sales case studies brings to light the contemporary sales process and have gleaned priceless insights from major players in the field. 

I hope these insights help you as you start your sales journey and provide you the confidence to confidently navigate the difficult sales landscape. With these lessons in hand, you’re well-positioned to succeed in the constantly changing field of salesmanship. Cracking the sales code is a quest that never ends.

Do you struggle with sales and other business challenges ? Head to this sales guide and learn more practical tips and strategies.

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Personal Selling Case Studies Samples For Students

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Objectives Case Studies Examples

Example of case study on best buy analysis, free snapple case study case study example, executive recommendations letter.

The mission statement of Snapple Group is delineated in its company intention of being a domestic leader in the flavored beverage industry. Its reputable and established brand allows it to deliver beverages of superior quality to its existing and potential customers. As such, in order to achieve its mission, the company bases its operations on the following objectives:

Effective marketing

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Red bull marketing strategy {type) to use as a writing model, marketing strategy, good example of lake superior lodge case study, introduction, methods used to decide the readiness of an organization to participate in international case study example.

- The firm’s strong point and flaws and also approvals for addressing resource deficiencies and other weaknesses. - The suitability of the firm’s yields and services, to the foreign market. Here, the suitability of the products and services to international customers is determined.

Potential markets to a product

- Retailers - The government - International community

Information could be gathered from

- Print-this occurs in paper works such as newsletters, microfiche, books, periodicals, magazines, newspapers among others - Televisions and radio media. This includes advertisements. - Online information. This involves the use of the internet and search engines.

Examples of international market intelligence

Communicating value case study examples, communicating value.

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Personal Selling Strategies

Sales Management achieves personal-selling objectives through personal-selling strategy • Key decisions in personal – selling strategy are : a) The kind of sales force required and b) The size of sales force required • The decision on the kind of salespersons defines the role that sales personnel play in their contacts with customers & prospects. The decision on the size of the sales force dictates deployment of sales personnel as well the frequencies & intensities of their contacts with customers & prospects Personal selling objectives & personal setting strategies vary with the kind of competitive setting prevailing in the industry. • When the qualitative personal selling objectives change, changes are required in the kind of sales force. • When quantitative personal selling objectives change, changes are usually required in the size of the sales force COMPETITIVE SETTINGS • Individual companies operate in different competitive settings that define the nature & intensity of competition the sales force will face in the market • Economists have identified 4 basic kinds of competitive market settings.

Read also Major Pricing Strategies They are : Pure or perfect competition Monopolistic competition Oligopolistic competition No direct competition Pure Competition • A market setting characterized by : 1) a large number of buyers & sellers, none powerful enough to control or influence the prevailing market price 2) No single buyer or seller is large enough to appreciably affect the product’s demand or supply 3) All sellers’ products are identical, so buyers are indifferent as to which seller they buy from 4) All buyers are always fully informed about all the sellers’ products ; prices 5) No artificial restraints on prices exist If these assumptions represented the real world in an industry, then no company would bother itself with any marketing strategies because 1) Each seller would be too small to gain business at the expense of others through price cutting, if it did cut price, the others would immediately match the cut 2) Product differentiation will be ruled out as all products are identical 3) No seller would gain by promoting through advertising or personal selling as all buyers buy based on price ; are already fully informed4) As sellers ; buyers are in direct contact, marketing channels ; distribution will not be required The real world knows no industries operating under such conditions Monopolistic Competition • A competitive setting characterized by : 1) A large number of sellers of a generic product but each seller’s brand is in some way differentiated from every other brand 2) Most ultimate consumers appear convinced that different brands of the same generic product are not exactly alike. This provides marketers with opportunities to build brand preferences among buyers 3) Most ultimate consumers are not fully informed about the offerings of competing sellers 4) It is easy for competitors to enter the industry Most modern marketers operate in similar competitive settings that provide marketing opportunities & clearly require skill in planning & implementing an overall marketing strategy • Sellers differentiate their brands through individualizing one or several components of the marketing mix• Advertising differentiates the brand in the minds of ultimate consumers, personal selling ensures the desired distribution intensity & that middlemen provide the needed push. An unusual distribution method or innovative pricing can also help differentiate the brand Oligopolistic Competition the number of competitors is small, they are individually identified & known to each other • it is very difficult for new competitors to enter the market • each seller is a large enough organization & has a large enough market share • each seller must weigh the possible reactions of each of its competitors in formulating & implementing its own overall marketing strategy • Oligopolies exist in such industries as steel, cement, petroleum, aluminium, automobiles, appliances, computers, etc • The successful firm keeps on growing & the less successful ones disappear through mergers & takeovers When one seller introduces a new variation of a basic product, the other sellers risk a rapid loss of market share if they fail to respond appropriately & almost immediately • All competitive moves are watched closely, are imitated, matched, improved upon or otherwise countered by other competitors as rapidly as they can launch counter-offensives • Personal selling strategy plays important roles in building & maintaining dealer co-operation, in servicing the distribution network & in gathering information on competitors’ activitiesNo Direct Competition (Monopoly) • The monopolist does not face any direct competition but faces indirect competition • It must initiate ; stimulate primary demand (for the product category) through promotional strategies • It needs distribution strategies ; requires the implementation of personal selling strategy DETERMINING THE KIND OF SALES PERSONNEL • Making this decision requires consideration of qualitative personal-selling objectives. What should be the duties and responsibilities of the sales personnel ? How should their job performance be measured ? Each company deals with a unique set of marketing factors, such as the strengths and weaknesses of its products (what it sells), the motivations and buying practices of its customers and prospects (whom it sells to), its pricing strategy, and the competitive setting—different selling jobs require different levels of selling and nonselling abilities, training, technical and other knowledge.

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Choice of Basic Selling Style • Sales job roles can be grouped into four basic styles that cut, to a large degree, across industry and company boundaries : 1) trade selling 2) missionary selling ) technical selling 4) new-business selling Trade selling : • The trade salesperson develops and maintains long-term relations with a stable group of customers. This is low-key selling, with little or no pressure, and the job is dull and routine. • Advertising and other forms of promotion are more vital to overall marketing strategy than is personal selling. Missionary selling : • The missionary salesperson is concerned only incidentally with securing orders, since orders result from the missionary’s primary public relations and promotional efforts with customers of the customers. The medical “detailer” who calls on doctors and hospitals to acquaint them with new drugs is an example. Technical selling : • The technical salesperson performs advisory functions similar to those of the missionary salesperson but, in addition, sells direct to industrial users and other buyers.

• The technical salesperson devotes considerable time to acquainting industrial users with technical product characteristics and applications and to helping them design installations or processes that incorporate the company’s products. • In this selling style, the ability to identify, analyze, and solve customers’ problems is important.New-business selling : • The new-business salesperson’s main job is to find and obtain new customers, that is, to convert prospects into customers. • The salesperson specializing in new-business selling should be unusually creative and ingenious and possess a high degree of resourcefulness. DETERMINING THE SIZE OF THE SALES FORCE Three basic approaches are used in approximating this number: (1) The work-load method (2) The sales potential method (3) The incremental method Work Load Method • In the work load method the basic assumption is that all sales personnel should shoulder equal workloads.

Management first estimates the total workload involved in covering the company’s entire market and then divides by the workload that an individual salesperson should be able to handle, thus determining the total number of salespeople required.• The six steps in applying the work load approach are shown in the following example : 1. Classify customers, both present and prospective, into sales volume potential categories (Classification criteria, other than sales volume or sales volume potential, can be used as long as it is possible to distinguish the differences in selling effort required for each class. Assume that there are 880 present and prospective customers, classified by sales volume potential as follows : |Class |A |large |150 accounts | |Class |B |medium |220 accounts | |Class |C |small |510 accounts | 2. Decide on the length of time per sales call and desired call frequencies n each class (Several inputs are used in making these two decisions, for example, personal judgment, the opinions of sales personnel, and actual time studies).

Assume that both present and prospective customers require the same amounts of time per sales call and the same call frequencies per year as follows : Class A : 60 minutes/call x 52 calls/year = 52 hours/year Class B : 30 minutes/call x 24 calls/year = 12 hours/year Class C : 15 minutes/call x 12 calls/year = 3 hours/year 3. Calculate the total work load involved in covering the entire market.In our example, this calculation is Class A : 150 accounts x 52 hours/year = 7,800 hours Class B : 220 accounts x 12 hours/year = 2,640 hours Class C : 510 accounts x 3 hours/year = 1,530 hours Total = 11,970 hours 4. Determine the total work time available per salesperson. Suppose that management decides that salespeople should work 40 hours per week, 48 weeks per year (allowing 4 weeks for vacations, holidays, sickness, etc. ), then each salesperson has available 0 hours/week x 48 weeks = 1,920 hours/year 5.

Divide the total work time available per salesperson by task. Assume that management specifies that sales personnel should apportion their time as follows : Selling tasks 45% 864 hours Non selling tasks 30%576 hours Traveling 25% 480 hours 100% 1,920 hours 6. Calculate the total number of salespeople needed. This is a matter of dividing the total market work load by the total selling time available per salesperson : 11,970 hours —————- = 14 salespeople needed 64 hours The work load approach is attractive to practicing sales executives. It is easy to understand and easy to apply Sales Potential Method • The sales potential method is based on the assumption that performance of the set of activities contained in the job description represents one sales personnel unit.

• A particular salesperson may represent either more or less than one sales personnel unit. If the individual’s performance is excellent, that individual may do the job of more than one unit ; if the individual’s performance is below par, he or she may do less. Sales job descriptions are constructed on management’s assumption that they describe what the average salesperson with average performance will accomplish. With that assumption, then, one can estimate the sales revenue that each salesperson (that is, each sales personnel unit) should produce. • Dividing the forecasted sales volume by this amount and allowing for sales force turnover results in an estimate of the number of salespeople needed.

These relationships are summarized in the equation : N= S / P + T ( S / P) This reduces to N = S / P (1+T) whereN = number of sales personnel units S = forecasted sales volume P = estimated sales productivity of one sales personnel unit T = allowance for rate of sales force turnover • This is a simplified model for determining the size of a sales force. An assumption implicit in this simple model is that sales potentials are identical in all territories. • The crucial estimate of the sales productivity of one unit of sales strength relies heavily on the accuracy and completeness of the sales job description. Estimating the sales force turnover rate is a matter of reviewing previous experience and anticipating such changes as retirements and promotions. Incremental Method • Conceptually, the incremental method is the best approach to determining sales force size. • It is based on one proposition : net profits will increase when additional sales personnel are added if the incremental sales revenues exceed the incremental costs incurred.

• The company now has 15 people on its sales force and wants to determine whether it should add additional staff.Its sales executives estimate the following increases in sales volume, cost of goods sold, and gross margin that would result from the addition of the sixteenth, seventeenth, eighteenth, and nineteenth salespersons. • Next, they calculate the net pro/it contribution resulting from the addition of each salesperson • Although this method is the most conceptually correct, it is also the most difficult to apply. • It requires, first, that the company develop a sales response function to use in approximating (in terms of sales volume) the market’s behaviour in relation to alternative levels of personal-selling effort. A sales response function is a quantitative expression that describes the relationship between the amount of personal-selling effort and the resulting sales volume.

• Not many companies have the research sophistication required for development of sales response functions, but some apply the basic concept. • It is doubtful that the incremental method is appropriate where personal-selling is not the primary means of making sales, that is, in cases where other forms of promotion, such as advertising, have stronger influences on sales volume than does personal-selling effort.

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Please note you do not have access to teaching notes, critical success factors in the personal selling process: an empirical investigation of ecuadorian salespeople in the banking industry.

International Journal of Bank Marketing

ISSN : 0265-2323

Article publication date: 1 January 2004

This article identifies the selling techniques that are critical success factors (CSFs) for salespeople who sell banking products and services in Ecuador. The study examines the selling techniques that differentiate top and bottom sales performers in the Ecuadorian banking industry. Both self‐reported and supervisor ratings are used to measure salesperson performance. The results suggest that differences in performance between top and bottom performing salespeople relate to the use of five selling techniques: examining records at the prospecting stage of the selling process; approaching prospects using statements about the salesperson, the bank, or the names of persons who referred the prospect; using customer friendly language during the sales presentation; being knowledgeable of the benefits of the banks’ products and being able to clarify the products’ benefits; and ensuring post‐purchase satisfaction of existing customers.

• Critical success factors
• Sales performance

Jaramillo, F. and Marshall, G.W. (2004), "Critical success factors in the personal selling process: An empirical investigation of Ecuadorian salespeople in the banking industry", International Journal of Bank Marketing , Vol. 22 No. 1, pp. 9-25. https://doi.org/10.1108/02652320410514906

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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Case Study Hub | Samples, Examples and Writing Tips

Case study on personal selling, personal selling case study:.

Personal selling is the technique or method used in marketing to advertise and attract customers to purchase goods and services. Personal selling is an interesting method which has appeared not so long ago. The principle of personal selling is very easy: the seller or administrator calls a random person up and tries to advertise the production of the company. The method has a range of advantages and disadvantages. The best positive side is that there is a live contact with the potential customer and the seller can change his behaviour and tactics as soon as he sees the client loses interest or becomes bored.

Do you need case study help on Personal Selling? Read more here!

Psychologically, personal selling is a good think, because many people are too well-bred to break the conversation over the phone up and with the run of time they catch all the necessary information about the product and often become interested in it.

It is obvious that a seller should possess a range of special communicative skills and to be good at human psychology. The person should be flexible and look for the phrases and the right words which can help her sell the product. The biggest disadvantage of personal selling is the clients’ prejudice that the product advertised by the seller does not worth anything; its quality is low and price high. Moreover, many people do not like being told what to buy. Finally, personal selling is quite an expensive type of advertisement, because the boss has to pay money to the sellers who spend their time trying to sell goods over the phone.

Personal selling is quite a useful type of advertising but it can be used only in the particular cases. A good personal selling case study is expected to be informative, logically composed and interesting. One should present the history of the method, its main principles and techniques and catch the importance of the method for the marketing. After that one can move to the research of the direct problem related with personal selling in the particular case or situation. One should investigate the case site, understand the cause of the problem and analyze its effect. In the end one should demonstrate his knowledge and present good methods which can improve the situation for the better and reduce the consequences of the problem under research.

The web is the best help for students who have problems with the organization of their case studies. A free example case study on personal selling written by an expert illustrates the general ways and standards of writing which can be borrowed by a student. It is wise to read at least a few free sample case studies on personal selling in the Internet to improve your knowledge on the topic and writing skills.

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Americans willing to go into debt for travel and entertainment, study finds

Credit card balances have ballooned 32% in the last two years.

(InvestigateTV) — A recent Bankrate survey revealed that 27% of Americans would be willing to go into debt to travel, eat out, or see live entertainment.

Ted Rossman with Bankrate said this was concerning considering the current high interest rates.

“I don’t want to tell anyone they can’t have fun, but I do worry about this in light of credit card rates being at record highs,” Rossman noted. “The average is 20.75%. So, I think a better option for people would be to set a good budget ahead of time.”

Rossman said there’s going to be a lot of temptation to spend this summer and that’s not a bad thing, just make sure to plan for it.

He suggested setting money aside from every paycheck and have it transferred into a savings account.

“We know young adults are very driven by experiences and social things, and again that’s not a bad thing, as long as you’ve accounted for it,” Rossman explained. “I think sometimes also people fall into this trap, ‘Oh, I didn’t know the concert invite was coming’ or ‘the wedding invite was coming.’ You may not know exactly what the invite is, but you do want to put together a good entertainment budget.”

Rossman said a lot of people make the mistake of either not budgeting or if they do, they only account for the necessities. It’s important to put together a fun budget as well.

He said if a trip is budgeted, try to offset the cost with rewards points and miles.

Travelers could also pool resources with friends and share an Airbnb.

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