The modern concept of professional selling is best defined as the: * personal communication of information to persuade a prospective customer to buy something which satisfies that individual's needs. mass communication of information to persuade a prospective customer to buy something which satisfies that individual's needs. process during which someone is persuaded to buy something which they may not want or need. the holistic business system required to effectively develop, manage, enable, and execute a mutually beneficial, interpersonal exchange of goods and/or services for equitable value sales made only to individuals in ways that benefit the organization and its stakeholders