What is a disadvantage of personal selling?

• A. It is less expensive than advertising on a per-contact basis.
• B. It is the most expensive form of promotion on a per-contact basis.
• C. It has a limited reach compared with mass media.
• D. It is inherently non-interactive.

Answer: (B)

Personal selling is evaluated here for its cost dynamics per potential customer. The big downside is its high expense per contact. Because a salesperson buys time, training, and specialized skills, and is paid a salary plus often a commission, benefits, and travel expenses, the cost hangs heavily on each individual interaction. That labor-intensive, highly personalized approach drives up the average cost per outreach, making it the most expensive promotion method on a per-contact basis.

This explains why personal selling, despite its strength in tailoring messages and building relationships, isn’t as scalable or cost-efficient for broad audiences as methods like advertising. While it can be very effective for complex or high-value sales, the price tag per contact remains the primary drawback.