What does "personal selling" primarily focus on in the context of retail?

Personal selling in the context of retail primarily focuses on building relationships with customers. This involves direct interactions where sales representatives engage with customers on a personal level to understand their needs, preferences, and concerns. The core of personal selling is not just to complete a transaction, but to foster a connection that encourages customer loyalty and repeat business. By establishing trust and rapport, sales associates can personalize their recommendations, provide tailored solutions, and create a shopping experience that resonates with customers. This relationship-building aspect can often enhance customer satisfaction and drive long-term sales, making it a vital element of retail success.