Аннотация:
The article deals with the relationship between the characteristics of the product and the results
of its selling, identifying the search direction of relevant characteristics of the goods. The article
proposes an algorithm for determining the relevant characteristics of the product or service for the
purpose of increasing sale due personal selling. Goods characteristics are analyzed based on their
importance, influence and significance determined by the results of consumer survey in the process of
personal selling. To identify the significant characteristics of the product a search area was developed,
which is based on different approaches to the classification of characteristics of the product (services).
The evaluation of the influence of significant characteristics (service efficiency, reliability, company
reputation) on the result of the personal selling was carried out on the single example.
