CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Personal selling is simply to make a sale on individual’s basis, sales personal service as the link between the selling and buying system. Today, sales personal are to have more education and technical at their disposal and are better equipped to develop long term relationship with buyers. They are team of specialist including market researchers, financial experts and engineers. Salesman, of today are very good diagnosticians of customer needs and they are also problem consultants who make well considered recommendation. They (sale people) are at home to fact of a prospective customer business that will in anyway relate to the goods and services to be sold. Personal selling is an important component of overall marketing strategy of an organization.
According to Adamu (200) personal selling is the presentation of persuasive message by selling to a potential customer, personal selling can also take place through personal correspondent telephone conversation or email personal selling is an effective communication with potential buyers of a product with the intention of promoting sales. Personal may focus initially on developing relationship with the consumer and potential buyers of a product. This relationship ultimately ends with an attempt to “close the sales” (Okoh, 2009).
The oldest form of promotion is personal selling. It involves the use of a sales force to encourage intermediaries to buy the product or a pull strategy where an organization may be limited to supporting retailers and providing after sales services. personal selling is designed to present a form of face communication, personal correspondence, or a persona telephone conversation, unlike advertising, a personal sales can be justified. For example, the market of a sophisticated computer system may be require the use of personal selling, while the introduction of a new products core door to door selling and demonstration parties. These two tow personal selling methods are primarily cosmetic used for personal care products kitchen, books, toys food and other items of special interest to home market. Ideal, personal selling should be supported by advertising to strengthen utensils its impact. Delivery of a specially desired message to a prospect by a seller usually in the form of face to face communication, personal correspondent, or a personal telephone conversation, unlike advertising, a personal sales message can be more specifically targeted individual prospect and easily altered if the desire behavious does not occur.
However, inspire of the importance of personal selling to the overall marketing strategy of an organization, previous studies have indicated that organization do not hold it to a high esteem like other promotion tool. For example Emena (2006) in her studies of problem and prospect of personal selling in business enterprise, to observe that most companies in Nigeria seldom use personal selling to promote their product or do not channel the require resource to it. It is against the background that the researchers sees the subject matter worthy of investigation.
1.2 STATEMENT OF THE PROBLEM
Most time, most companies are at large or small do not of realize that personal is part of the marketing team and that, identify them. It is the key to continues consistence any organization. Also, it was observed that this problem is worsened by the fact that some of the sales personal lack the ability to express their sales properly not only that it was observed that the sales people are not good listener. The sales people do not allow the customer to talk with them.
Furthermore, it was observed that sales person’s do not listen to customer complaints. They do not consider the customer analysis and handling of objection are ignored. Nigeria breweries plc in not an exemption amongst the company, each started very well, is now faced with competition that is fierce and cult through coupled with the income at the customer of Nigeria breweries Nigeria limited, thus not doubt have impacted negatively on sales of the company. This research work is focused on the marketing of industrial product by personal selling specifically Nigeria breweries Nigeria limited.
