EFFECT OF PERSONAL SELLING IN AN ORGANISATION GROWTH

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CHAPTER ONE

INTRODUCTION

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

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