CHAPTER ONE INTRODUCTION

1.1       BACKGROUND TO THE STUDY

A close examination of the promotional tools reveals that there has been little or no attention to the importance of personal selling.  The key to achieving organizational goal is the proper intermingling of the promotional tools.  Firms pay much attention to advertising, sales promotion and publicity, spending more than necessary on them, this situation leads to increased cost of marketing (promotion), thereby increased cost per unit sales for a product.  This condition of increased cost per unit, if all things being equal, and if other valuable should remain constant leads to a lower demand for a product.  This reduces sake turnover and this lower profit.

Effective application of personal selling will remedy the situation of lower sales and bridge the gap of customers withdrawing from a product through the building of convocation about a product in the minds of customer.  Personal selling is unique of all the promo – tools.  I say this because of the human interaction, which it entails.  Hardis and Dromedas a firm in the household products industries sees personal selling as the final link in the exchange process between it and her numerous buyers.

Much ineffectiveness experienced in the application of this tool.  Should this time be traced so as to show. Case how it can be carried out so as to reflect that, marketing concept is practiced in the firm if the selling must be done, marketing concept will not replace personal selling, but will change its application.  This will ensure customer satisfaction and goal optimization for the firm.

Several authors have stated the need for all business entities to pay greater attention to personal selling.  Most companies do not really embrace personal selling until they are driven to it by circumstance like declining sales, lots of market share, change in buying patterns by consumers, aggressive competition and increase in market expenditure.  Let the role of personal selling be eked out, the time of its application in the products life cycle, the sales persons, carefully selected, trained and motivated, other promo tools used not in isolation of personal selling then we will be achieving our goal of effectiveness and efficiency in attaining cooperate goals.

1.2       STATEMENT OF PROBLEM

Manufactures of household products have been seeing personal selling as a slow, limited and ineffective tool in the promotion of their products some cut it out completely, either because the experienced ineffectiveness in the company’s sales persons.  A marketing manager once said, “What are we doing, is to helping reduce unemployment we don’t need people whose works do not yield immediate result on our profits”.

The effect of personal selling in the sales of isol germicide in Enugu has not yet been felt, as it should be.  But Germicides is an industrial goods in outlook.

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