A salesperson is showing an air conditioner to a customer. From his questions, she knows at once that he is worried about the electricity bill. She then changes her talk and explains the power-saving features. Which two features of personal selling, as compared with advertising, are seen here?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Direct and immediate feedback, and a highly flexible message
Option (1) Direct and immediate feedback, and a standardised message — Incorrect. The feedback part fits, but a standardised message, the same for every customer, is a feature of advertising. The salesperson changed her talk for this one customer.
Option (2) Lack of direct feedback, and a highly flexible message — Incorrect. The flexible message fits, but lack of direct feedback is a feature of advertising. Here the salesperson learnt his worry at once from his questions.
Option (3) Direct and immediate feedback, and a highly flexible message — Correct. Personal selling gives direct and immediate feedback: the salesperson learns the customer's reaction at once, as she learns of his worry about the bill. It is also highly flexible, as the sales talk can be adjusted to the customer's needs. So she turns to the power-saving features.
Option (4) Lack of direct feedback, and a standardised message — Incorrect. Both are features of advertising, which sends one message to many people. Neither fits a face-to-face sales talk.
NCERT (2026-27 Edition):
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