Management of modern personal sales techniques in various business contexts

Methods. In the process of preparing the article, a complex of scientific methods of cognition was used, which allowed for a comprehensive study of modern personal selling techniques: analysis and synthesis of scientific literature – to study the theoretical foundations of personal selling and classify techniques used in global and domestic practice; comparative method – to compare the effectiveness of individual techniques; content analysis of publications – to identify current trends and challenges in the field of personal selling; graphic visualization – to build a schematic model of the stages of personal selling and structuring the comparison results. Results. The features of personal selling are considered. A scheme of personal selling stages has been developed, which integrates preparation, establishing contact, identifying needs, presenting a solution, dealing with objections, closing the deal, and after-sales support. Modern personal selling techniques have been systematized, including SPIN Selling, Consultative Selling, SNAP Selling, etc. A comparative analysis of the effectiveness of techniques in different business contexts has been conducted. It has been determined that personal selling techniques need to be adapted to the digital environment, in particular the use of CRM systems, chatbots, special programs for sales automation and customer behavior analytics. It has been confirmed that the use of modern personal selling techniques increases the likelihood of a successful deal, the level of customer satisfaction and forms long-term relationships. Novelty. The scientific novelty lies in the systematization of modern personal selling techniques, taking into account their adaptability to various business contexts and psychological characteristics of consumers in the digital age. Practical value. The results of the study have practical significance for sales specialists, heads of commercial departments and teachers of economic and business disciplines: The proposed classification of modern personal selling techniques can be used for training and advanced training of sales managers. A comparative table of the effectiveness of techniques in different business contexts contributes to making informed management decisions regarding the implementation of appropriate sales methods. The developed model of personal selling stages can serve as a practical tool for structuring the work of a salesperson and forming an effective strategy for interacting with the client. The research materials can be integrated into training courses in marketing, entrepreneurship, trade and business communications. The approaches discussed in the article can be used to create sales standards and scripts in companies seeking to optimize personal service processes.