SELLING FUNCTIONComplementary to the buying function is the selling function. In fact, one cannot exist without the other. Thus, for every purchase, there is a corresponding sale and vice-versa. These two marketing functions have been commonly described as functions of exchange.1. SellingSelling is more than an economic activity. It is basic to a free society for it helps the economy grow. It does not only involve the offering of products to consumers. Rather, it is much more than that. For indeed, it revolves around three S''s, namely: service, satisfaction, and self-interest.Every time a product is offered for sale in the market, a service is made available for the benefit of the consumers, that is, the benefit and advantage of being able to use the product. Where the product is able to fill in a need or a want, satisfaction is obtained by the consumer. In the end, the seller is able to serve his own self-interest, that is, more sales and more profits for him.Selling, defined Selling may be defined as the "personal or impersonal process of assisting or persuading a prospective customer to purchase a product or service, or to act favorably upon an idea that has commercial significance to the seller.
" This definition, it will be noted, has such a broad connotation as to include advertising, publicity and public relation activities, sales promotion, as well as personal selling.Selling and Marketing The difference between selling and marketing is more than semantic. This is because while selling focuses attention on the needs of the sellers and is thus preoccupied with the seller''s need to convert his product or service into cash, on the other hand, marketing is concerned with the needs of the buyer and as such is responsible for providing him with satisfying goods.It should also be noted that while selling is inherent to marketing, nevertheless, it is merely a part thereof.Dynamic selling occupies a high position in modern business operations. Effective selling makes possible high output of production. A good deal of the sales efforts is done through personal selling.