What is defined as the two-way communication intended to influence a buyer's purchasing decision?

Personal selling is defined as the two-way communication intended to influence a buyer's purchasing decision because it involves direct interaction between a salesperson and a potential customer. This interaction allows for personalized communication, where the salesperson can engage with the buyer, understand their needs and concerns, and tailor their message to effectively persuade the buyer to make a purchase. This personal touch helps to build relationships and trust, which are crucial in influencing a customer’s decision-making process.

In contrast, consumer engagement typically refers to the broader concept of interacting with consumers through various platforms and touchpoints, rather than a focused, interactive selling effort. Transactional dialogue may suggest communication about individual transactions but lacks the depth of influence aimed at making a sale. Buyer-seller communication encompasses various types of communications that may not be specifically aimed at influencing a purchase decision, such as informational interactions or marketing messages that do not engage in personal selling tactics.