CHAPTER 1
1 Background to The Study
According to Adamu (2003) personal selling involves the presentation of products and services to potential customer or group of customers, through personal contact or through personal correspondence telephone conversation or email.
Personal selling is also defined as "the process which involves the use of private communication between a salesperson and a prospective customer, in the process the customer's needs is identified and products and services offered to satisfy those needs. Personal selling also involves the use of sales force to communicate sales of company products and services to prospective customers.For example, the sale of computer system involve the use of personal selling, while the introduction of a new products involve the use of a door-to-door selling method. It is important that personal selling be supported with an advertising to increase its impact. Personal selling could also be carried out through the delivery of specially designed messages to a prospective buyer, face to face communication, telephone conversation etc .Organizational growth constitute a fundamental factor which confront modern organizations which is required to constantly meet the necessity and demands of an increasingly complex and dynamic environment. Consequently achieving organizational growth requires Knowledge and informed decision making. It also entails getting focused on the fundamental objectives of the organization which are a complex network of important goals. Consequently The present day organization’s initiatives are more complex than in the past, and involve connecting, networking and integrating
. Therefore the research seeks to investigate the effect of personal selling on organization growth.
1.2 Statement of the Problem
Organizational growth constitute a fundamental factor which confront modern organizations which is required to constantly meet the necessity and demands of an increasingly complex and dynamic environment. Consequently achieving organizational growth requires Knowledge and informed decision making. It also entails getting focused on the fundamental objectives of the organization which are a complex network of important goals. Consequently The present day organization’s initiatives are more complex than in the past, and involve connecting, networking and integrating.
Personal selling involves the use of sales force to communicate sales of company products and services to prospective customers.For example, the sale of computer system involve the use of personal selling, while the introduction of a new products involve the use of a door-to-door selling method. It is important that personal selling be supported with an advertising to increase its impact. Personal selling could also be carried out through the delivery of specially designed messages to a prospective buyer, face to face communication, and telephone conversation
According to Adamu (2003) personal selling involves the presentation of products and services to potential customer or group of customers, through personal contact or through personal correspondence telephone conversation or email.
Personal selling is also defined as "the process which involves the use of private communication between a salesperson and a prospective customer, in the process the customer's needs is identified and products and services offered to satisfy those needs. Personal selling also involves the use of sales force to communicate sales of company products and services to prospective customers
Despite the advantages which accrues as a result of the use of personal selling,
Current trend in marketing sales shows that the onetime cherish traditional method of selling is fast fading giving away to newer methods of sales promotions. Consequently many organization do not budget enough funds for personal selling considering it rather to be a waste of fund.
This trend has adversely affected the growth of many organizations. The study is particularly relevant in view of the numerous methods of promotions that have developed in recent times. The study seek to determine if the traditional method of personal selling is still relevant in contributing to organizational growth
Therefore the problem confronting this research is to determine the effect of personal selling on organization growth.
1.3 Objectives of the Study
To determine the role of personal selling
To determine the Effect of personal selling on organisation growth
1.4 Research Questions
What is the role of personal selling?
What is the level of impact of personal selling on organizational growth?
1.5 Significance of the Study
The study is particularly relevant in view of the numerous methods of promotions that have developed in recent times. The study seek to determine if the traditional method of personal selling is still relevant in contributing to organizational growth
1.6 Research Hypothesis
Ho The effect of personal selling on organizational growth is low
Hi The effect of personal selling on organizational growth is high
1.7 Scope of the Study
The study focuses on the appraisal of the effect of personal selling on organization growth
1.8 Limitations of the Study
The research was confronted by geographical constraint and well as logistics.
1.9 Definition of Terms
PERSONAL SELLING DEFINED
Personal selling can be defined as "the process of person-to-person communication between a salesperson and a prospective customer, in which the former learns about the customer's needs and seeks to satisfy those needs by offering the customer the opportunity to buy something of value, such as a good or service. The term may also be used to describe a situation where a company uses a sales-force as one of the main ways it communicates with customers.
ORGANISATION GROWTH
Organization growth involves the process of improving some measure of the enterprise's success such as revenue level, sales margin, and profit and cost minimization
Organizational growth constitute a fundamental factor which confront modern organizations which is required to constantly meet the necessity and demands of an increasingly complex and dynamic environment. Consequently achieving organizational growth requires Knowledge and informed decision making. It also entails getting focused on the fundamental objectives of the organization which are a complex network of important goals. Consequently The present day organization’s initiatives are more complex than in the past, and involve connecting, networking and integrating
