1.1 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.
No amount of investment done any of the promo tools can go to replace this important role of personal selling in really actualizing he exchange transaction needed to keep the whole of industry on a continuous movement.
Apart from the above mentioned roles of personal selling, one should not also forget that, sales people also get themselves involved in other none selling activities such as carrying out repairs on broken down bought items, passing necessary information down to consumer, and also receiving vital information from the customers which are passed upwards to marketing managers towards the provision of better qualify customer service in the market.
Personal selling role can be summarized, this personal contract for non selling tasks.
1.2 STATEMENT OF PROBLEM
Despites the popularly acclaimed benefits of personal selling, industrial firms still seem to have it as the lease choice in the scheme of thing for promotions.
The cost of personal selling is too high for industrial firms to shoulder. Therefore they baulk at it. Salesmen of industrial firms are thing that is seemed to be real in the discharge of personal selling promotional exercise.
The industrial firms have low turn over therefore they cannot afford the cost of personal selling despite that is necessary.
Both the public and the firm see it is an awake and means of promotion. The target market of industrial product is not as large as the largest market for consumer product.