THE IMPACT OF PERSONAL SELLING IN THE MARKETING PERFORMANCE PRODUCT (A Case Study of Universal Company Plc Rivers State).
In our locality where the patronage of industrial product is not common on high, firm involve must devise means to keep their head above water in terms of sales and cost of making sales. The marketing performance of industrial product in our locality must be buttressed by the use of impactive tools to increase sales. To this, the firms involved have to use the appropriate tool or means that will pay for the cost of using it. Hence, firms consider the use of personal selling in marketing their products. When all the theorist and planners have had their moment and the production, finance and labour problems have been solved, then someone somewhere has to go out and knock on someone’s door. This treatise is hence looking at the impact of personal selling on the marketing performance of industrial product. Though firm may complain that game does not always worth the candle, personal selling has been considered to be the most impactive in attracting customers especially where the sales is not high. As this work progresses, the good and the bad side of the personal selling as a promotional tools to boost the sales of industrial product will be divulge.
- BACKGROUND OF THE STUDY
This research work deals with the impact of personal selling in the marketing performance of industrial product. Personal selling form part of the component of promotion. Other part of the promotion mix are advertising, packaging, public relation, and sales promotion. All the component of promotion help in their individual ways to communicate the vital attributes of the organizations offering with their prospects or customer or given reason why the potential buyer need to choose the firm’s product among completing brands.
No matter how well advertised a product may be no matter the amount of publicity that has been carried out on a particular product, and no matter the amount of money that has been pumped into the sales promotion, they only to inform the prospective buyers of the availability of the product. More (expect personal selling) can convert the firm’s product into cash. We should remember that exchange is a centre of marketing and that aspect of marketing that makes exchange to be possible is personal selling.
The role which personal selling play in an economy can be seen with the number of personnel engaged in one selling activities or the other of the approximately 33 percent of a nation’s work force that are involved in marketing as a gainful employment, 10 percent of a nation’s workforce is in sales job.
Any activity that employs as much as 10 percent of a nation’s workforce becomes very important and need to be studied. So far, it does not mean the personal selling is the most important of the promo tools.
The other aspect of the promo tools are as well important. But what the reader should know is that there is no other promo tool that brings the firm and prospective buyers into direct contact. The only promo tool that makes this possible is personal selling. It is only during the physical contact that prospects are made to be convined to accept value offer by the organization in exchange for a price sought by the firms. The important role which personal selling plays in the communication process cannot be over looked.