This first edition of Personal Selling: Fresh Perspectives is aimed at first-year students studying towards Diplomas in Marketing and Retailing at higher educational institutions in South Africa. The book is also relevant for students studying towards other business-related qualifications such as the Diploma in Management, the Certificate in Sales Management, the Certificate in Marketing Communications Practice and the Diploma in Business Studies. Written by South African authors at South African higher education institutions, Personal Selling: Fresh Perspectives, which discusses the fundamentals of sales in South Africa, is divided into four sections: Section A: The salesperson Section B The customer Section C The selling process Section D Sales management. These four sections guide the reader through specific issues related to personal selling – including the attributes of a salesperson, ethical dilemmas faced by salespeople, cross-cultural selling, government tenders, and the increasingly tech-driven sales environment.