CHAPTER ONE

1.0   INTRODUCTION

The rapid growth in industrial activities has brought a lot thinking on how to come to the base. The detergents markets are highly saturated with organizations manufacturing similar products which include: Elephant, Omo, Omo blue, Ariel Omo, life buoy, surf and Lux, therefore, Unilever Plc has been putting more efforts to survive in the markets. The management decide to carry out promotional activities so as to increase sales volume of the company, through personal selling concept. Personal selling can be defined as an oral presentation in a convention with one or more prospective, purchase buyers and the dynamic relationship between a person (either as individual representing himself or his organization) and his prospect that may be an individual potential buyer or group of buyer and all the efforts orally made in an exchange process to make sales. As one of the promotional tools, it combines the job of awareness creation for the goods and service produce and ready to be sold and accepted, as well as convincing the customers to buy the existing ones, or making efforts to try new ones, disregarding their loyal stores and products and coming over to the sales man’s company and products and all other after sales services required by the customers.

Markin (1982:420) stated that personal selling is considered vital when the product size or cost, make it important when the buyers is likely to be certain about what he or she needs or wants, and in all cases in which specialized requirements needs to be filled. Again, personal selling create the advantages of immediate feedback, because customers reply quickly to the offering of the sales. Organization using personal selling will be more appropriate for manufacturers.  It is also a means of creating awareness communication with individuals, group and organizations. On a means of creating awareness is by motivating the consumers by so doing increase the volume of sales. However, the much costs involved in personal selling when compared with other promotional tools is still distributing many marketing organizations. This is because of the human and time efforts spent by the sales force going from one potential and existing customer to the other or group of customers in order, to make sale; the costs that advertising would have reduced to the minimum, another problem is the company getting the caliber of sales people wants, those that can enable it sell its products as desired at the sales territories wanted.

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