Personal selling is also known as face-to-face selling in which one person who is the salesman tries to convince the customer in buying a product. It  presents goods and services before the customers and convinces or persuades them to buy the products or services.

Personal selling consists of the following elements: 

(i) Face-to-Face interaction: Personal selling involves a salesman having face-to-face interaction with the prospective buyers. 

(ii) Persuasion: Personal selling requires persuasion on the part of the seller to the prospective customers to buy the product. So a salesperson must have the ability to convince the customers so that an interest may be created in the minds of the customers to use that product. 

(iii) Flexibility: The approach of personal selling is always flexible. Sometimes salespeople may explain the features and benefits of the product, sometimes give demonstrations of the use of the product and also answer a number of queries from the customers. Looking into the situation and interest of the customers, the approach of the salesperson is decided instantly. 

(iv) Promotion of sales: The ultimate objective of personal selling is to promote sales by convincing more and more customers to use the product. 

(v) Supply of Information: Personal selling provides various information to the customers regarding availability of the product, special features, uses and utility of the products. So it is an educational process. 

(vi) Mutual Benefit: It is a two-way process. Both seller and buyer derive benefit from it. While customers feel satisfied with the goods, the seller enjoys the profits.