Personal sales as a trade promotion tool

In this article, the author examines the concept of «personal sales», as well as the features and essence of personal sales. The author notes that the main criterion for the development of personal sales is the communicative characteristics of the seller, representative, sales manager, as well as sociability, knowledge about the product, which are necessary for the promotion of the product. As a result, the author comes to the conclusion that personal sales have the following advantages: the seller, the representative communicates directly with the consumer; testing of the goods of the product to assess its quality and features; gaining consumer trust, this situation increases consumer loyalty, trust, lays the foundation for subsequent relationships.