TABLE OF CONTENTS
Table of contents
1.1 Background of the study
1.2 Statement of the problem
1.3 Objective of the study
1.4 The research hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of the terms
2.0 Literature review
2.1 Overview of marketing
2.2 Overview of personal selling
2.3 Personal selling process
2.4 Importance of personal selling
2.5 Characteristics of professional industrial salesperson
2.6 Characteristics of industrial product
2.7 Personal selling objective
2.8 Selection and training of salesman
2.9 Salesman compensation
2.10 Evaluation of salesman
2.11 Problems involved in personal selling
3.0 Research methodology
3.1 Sources of data
3.2 Population of the study
3.3 Sample size determination
3.4 Research instrument used
3.5 Questionnaire allocation and administration
3.6 Validation of research instruments
3.7 Method of data analysis
3.8 Limitation of the study
4.0 Presentation and analysis of data
4.1 Data presentation analysis and
4.2 Test of hypotheses
5.0 Summary of findings, recommendations and conclusion
5.1 Summary of findings
1.1 BACKGROUND OF THE STUDY
Udeagha (1999,227) defined personal selling as a process of conversing the
sale of a company’s products or service by sales man or woman, it is a dynamic
process involving direct contact between the seller of a product or service and
the prospective buyers through oral or face to face or telephone discussion or
written mail exchange of ideas through opinion.
Discussing the importance of selling Adirika (1993) defined selling as the
process of including a prospective customer to act favourably on an idea
advantage to the buyer and commercial significant to the seller.
Every marketing manager ought to have sales persons beside him that have a
thorough knowledge of what personal selling is all about in order to bring
about a good level of profit to the company. The increasing prominent of
identifying them as the focus of a firm’s existence has made it imperative for
marketing organization to go for more sales persons.
Personal selling are a branch of marketing that is also broad which is expedient
for continued existence of every marketing company.
Most marketing organization today does not take into consideration the impact
of personal selling. It has to do with person-to-person communication of
which an immediate feedback is provided to the audience. To achieve and gain
more customers personal selling needs to be strategically planned to be
effective in today highly competitive market place. The tactics implementation
of the selling strategy takes place in a process according to Adirika (1998:91).
4) Pre-approach and planning
6) Presentation and demonstration
7) Trial closing
8) Handling objectives
9) Follow up and post sales activities
Personal selling as known as a matter of persuasion i.e. persuading others to
buy your preposition. When we persuade people we do not merely change
their thinking on the subject, we crass them to do something, their actions are
modified as well as their thought people are motivated by their desire for the
benefit you offer them, therefore every sales presentation must convince them.
In the same view of Edoga and Ani (2000:293) personal selling serves major
roles in a firm over all marketing effort, sales people are the critical link
between the firm and its customers, this role requires that sales people match
company interest with customers needs to satisfy both parties in the exchange
process. In the eyes of consumer they represent what a company attempt to be
and affair the personal contract, a customer has with the company.
Odo (2003:121) noted that for personal selling to be effective the personal
salesman has to have indepth product knowledge, which is indispensable in
handling the highly technical and professional customers that abound in the
In communicating face to face with these customers, the industrial salesman
uses such aids less calendar, cardholders and other small gift items as
reminders to the customer of himself, his product or service offering.
Emenite Nigeria Limited is located at Emene the company products and
marketing roofing sheet. The company markets its product through the
The importance of these sales people in information gathering and selling
functions used not to be over emphasized. It is in the realization of this that the
researcher critically looks at the effectiveness of personal selling in the
marketing of industrial product.
1.2 STATEMENT OF PROBLEM
Most times, most companies be it large or small do not realize that personal
selling is part of the marketing team and that, identify them. It is the key to
continuous existence of any organization. Also it was absolved that this
problem is worsened by the fact that some of the sales persons are half back
and lack the ability to express their sales properly not only that it was observed
that most sales persons lack the ability to possessing self confidence. Also it
was observed that the sales people are not good listeners. The sales people do
not allow the customers to talk with them.
Furthermore it was observed that sale persons do not listener to customer’s
complaints. They do not consider the customer analysis and the handling of
objection are ignored. Emenite Nigeria Plc is not an exception the company,
which started very well is now faced with competition that is fierce and cut
throut coupled with the income of the customers of Emenite Nigeria Limited,
thus no doubt have impacted negatively on sales of the company. This
research work is focused on the marketing of industrial product by personal
selling specifically Emenite Nigeria Limited.
1.3 OBJECTIVES OF THE STUDY
The main purpose of the study is to appraise the effectiveness of personal
selling strategy on the marketing of industrial product using Emenite as
company, other objectives are:
1. To find out if personal selling activities of Emenite creates customer
awareness of their product.
2. To determine the impact of personal selling on increasing the sales
volume of Emenite.
3. To aware whether the sales forces of Emenite Company are properly
4. To find out method used in comparing sales people in Emenite.
5. To what extent selling impacts on the profit of the company.
1.4 HYPOTHESIS FORMULATION
To give focus to this study the following hypotheses were formulated.
H01: Personal selling activities of Emenite Nigeria are not effective in
creating customers awareness of their products.
H1: Personal selling activities of Emenite Nigeria are effective in creating
customers awareness of their products.
H02: Personal selling activities of Emenite do not lead to increased sales.
H2: Personal selling activities of Emenite lead to increased sales.
H03: Personal selling activities of Emenite do not impact positively on the
profit of the company.
H3: Personal selling activities by Emenite impacts positively on the profit of
1.5 SIGNIFICANCE OF THE STUDY
The researcher considers the study very significant on the following bases.
The consumers and customers of Emenite will benefit from the study since if
the recommendations of the research are carried out, it will help the company
serve them better.
Furthermore, the significance of this study is that it help the researchers to
understand and be able to differentiate between the ordinary sales person and
the professional sales person and to other research as a topic for continual
research work in the field of study.
The finding of the study will enable the industries specifically Emenite Nigeria
Plc Enugu to solve their sales problem and current whatever mistakes they
have made or are still making inline with their business operations.
From the result of the findings individuals or firms prospecting to go into
industrial product production or investment who are interested in investing
their money in industrial production will have additional information on
personal selling as a channel or sales of industrial product.
1.6 SCOPE OF THE STUDY
The research for this study would have been nationwide but due to time and
other constrain, it was limited to Emenite Nigeria Plc Enugu.
1.7 DEFINITION OF TERMS
Some terms used in the study are defined for purpose of understanding.
This is the smallest possible group of two or more interesting group (NEBO
This is a goods destined to be sold for the purpose of output for further
production of other goods and services Ozo & Odo (1999:214).
This is the marketing of industrial goods and services to industrial users Ozo &
This is a firm’s percentage of the industries total sales.
This is the maximum sales potential for all sellers of a product or service over a
fixed period (UDEAGHA 1999:224).
This is just a direct personal contact with present and prospective customers for
the purpose of selling customer need to goods and services (UDEAGHA
This is a share of the company’s overall sales job that is assigned to some
marketing unit as a means of evaluation of sales activities, it’s planning and
control (EDOGA 2000:115).
This is the act of persuading prospective buyers to buy goods and services from
which they can derive suitable benefits thereby increasing their total
satisfaction (EDOGA 2000:18).
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