CHAPTER ONE

1.0   INTRODUCTION

Salesmanship is the act of usefully persuading prospective customers to buy a product or service from which they can derive suitable benefits thereby increasing their total satisfaction with the mutual aim of achieving the company’s goals and objectives.

In any business practice, especially in those organizations where their products are to be sold, the need for salesmanship is very important because it is used to motivate customer at the point of purchase when they are about making their decision to buy or not to buy. It also provides prospective buyers with information and suggestions that persuades them to make favorable buying decisions concerning the products or services.

Salesmanship can equally be the deliberate and short term device comprising activities, which include the line media adverting the products or services towards aiding sales representatives and distributors to achieve more sales at the point of marketing their products.

Before an organization can achieve its objectives adequately, the relevance of salesperson is important for the firm. Salesmen must be well trained, motivated and encouraged for better performance to achieve organizational aims, goals and objectives.

Salesmanship can be seen as an integral aspect of any organization decision making process and it contributes a lot to the economy of the nation and most organizations do not recognize the importance of adoption of salespersons practice in order to effectively serve the target market.

          The inability of some organization to use salesmen that are well trained and motivated may impede the achievement of the company’s aims and objectives. One of the marketing activities is to make possible the transfer of products from the factory site to any household that needs them for consumption purposes, because product could not get to the final users or “the consumers” without marketing.

Selling of products and services are the lifeblood of every business, without sales, company could not stay long in the market. During the period of depressed business condition, many businesses have difficulties in getting orders; when sales declines, factories close, workers laid off and many firm go out of business and only those firms that can sell their goods and services will keep going. Those that cannot withstand the market trend go out of business.

Salesmen are the ambassadors of the company, and are very important to the organization which the company must properly train and motivated adequately in order to achieve the objective and aims of the organization.

1.1    STATEMENT OF THE RESEARCH PROBLEM

Having discovered that salesmen are very important to every business organization to market their products and services, the following can serve as the research problems:    

What impact does salesmanship have on the consumer in the area of competition?

How does salesmanship affect the sales and profit level of the organization product?

What is the effect of economic depression on the sales force performance?

Does training, motivation and compensation really have effect on the salesmanship performance?

1.2    OBJECTIVES OF THE STUDY

The objectives of this study are to find out the relevance of salesmanship performance in marketing of a company’s product and to ascertain the effect of salesmanship activities in a competitive environment.

It is also to examine the impact of salesmanship activities in building favorable image for the product and the company.

To examine the contribution of salesmanship and their activities on the sales volume of the company

To identify the various areas of marketing problems facing the company and suggest ways and technique for solving them.

To proffer suggestion and make recommendation to the management of the company on how salesmen’s welfare can be improved and be best motivated.

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