IMPACT OF EFFECTIVE PERSONAL SELLING STRATEGIES ON THE MARKETING OF INDUSTRIAL PRODUCTS
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IMPACT OF EFFECTIVE PERSONAL SELLING STRATEGIES ON THE MARKETING OF INDUSTRIAL PRODUCTS
Chapter One:
1.0 Introduction
1.1 Background to the Study
Marketing has been described differently by various scholars and researchers. These definitions are based on the researcher’s background and the succession of researchers created by them.
Marketing can also be defined as the act of planning and carrying out the conception, pricing, promotion, and distribution of ideas, goods, and services in order to produce exchanges that meet individual and organisational objectives (AMA).
A rigorous examination of the aforementioned criteria reveals that marketing, like other disciplines, has a conventional domain whose bounds must be maintained. It is a social process since it involves an interaction rather than a one-way action. In addition, it focuses on the exchange process and the transactions that comprise it.
Personal selling is a component of the promotional mix, and its significance in a business is clear. Personal selling is mainly the revenue generator for industrial businesses. Personal selling is a type of salesmanship in which a seller and a consumer contact directly in person to exchange information in order to make a purchasing decision.
Firms learn about buyers’ requirements and desires through sales reps, which helps them decide what to manufacture. However, it is not enough to generate commodities and services that meet human needs; these goods and services must also be delivered to the user in order for production to be completed. This is where personal selling methods come in.
The salesperson must communicate with the buyer by persuading and building awareness about the desired goods. The product as described has the capacity to satisfy the prospect’s need more than any rival product in the market through personal selling than other methods of product awareness development, such as advertising, public relations, sales promotion, and so on.
This is because personal selling is a face-to-face communication that has the capacity to persuade the consumer while also demonstrating the product’s usability in terms of quality and features.
Advertising, sales promotion, and publicity are fertile grounds for personal selling to flourish by persuading and informing the target buyer about the product the company offers. Nnedu (1998). Companies that deal with industrial items want salespeople to help them assess customer needs.
Personal selling allows marketers to tailor their presentations to the specific needs, wants, reasons, and behaviours of each customer. Personal selling is an excellent strategy for organisations to elicit the desired response from their clients and prospects.
Effective personal selling entails effective communication, customer education on product usage, problem resolution, engaging and inspiring, and eventually requesting a positive response.
To succeed in a competitive climate, any company that produces industrial items must use personal selling as its primary promotional strategy.
Personal selling of industrial products allows the salesperson to persuade th potential customer through face-to-face interaction, ensuring that the potential customer likes the company’s products and prefers them over other competing products and parts before spending his or her money.
The goal of this research is to determine how efficient personal selling is in the sale of industrial items in chosen enterprises in Asaba. The companies included in this study are Asaba Aluminium Company and Jemork Water Asaba.
1.2 Statement of the Problem
Despite the benefits of personal selling, there are some drawbacks that the researcher wants to address since they influence businesses.
Personal selling is being used as a promotional tool in almost all organisations because most are aware of the critical roles it can play in increasing sales volume and profitability; however, some organisations remain unaware of the actual practices of personal selling.
Personal selling is the most expensive aspect of promotion, requiring travel, salary, commission, out-of-station allowance, and other costs.
Personal selling has been rendered defective as a result of money manufacturers’ failure to sufficiently motivate trends in order to gear up salespeople and prepare them to push ahead for desired results. When there is no incentive, salespeople may not give their best effort.
There is typically an extreme scarcity of experienced salespeople. Another shortcoming is the lack of efficiency in communicating during the selling process. This is a critical issue that should be addressed, because an organization’s capacity to effectively interact with its target audience determines the success of its marketing operation.
Furthermore, in many businesses, selling is not given the recognition and power it deserves. It is regarded as having lower corporate images and convincing others.
This is a major issue because hiring unskilled salespeople can result in low sales and ultimately bankrupt the organisation. As a result, this project will aim to solve the aforementioned challenges.
1.3 GOALS OF THE STUDY
The purpose of this research is to investigate the impact, benefits, and drawbacks of personal selling tactics for industrial products at Asaba Aluminium Company and Jemok Water Asaba.
The precise purposes are as follows.
To assess the efficiency of personal selling tactics in the marketing of industrial products.
To get insight into the effectiveness of personal selling in the sale of industrial products.
To evaluate the conditions for training industrial salespeople.
To investigate the amount of motivation demonstrated by industrial producers in the Asaba metropolitan.
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