Effectiveness Of Personal Selling In The Marketing Of Industrial Product

This research was designed to apprise “The Effectiveness of Personal Selling in the Marketing of Industrial Products in Enugu Metropolis (A Case Study of Emenite Plc Enugu).
The researcher set out with the following objectives:
• To find out the effectiveness of personal selling of Emenite in creating customers awareness of their products.
• To determine the impact of personal selling on increasing the sales volume of Emenite.
• To what extent selling impacts on the profit of the company.
Based on the above objectives, extensive literature review on test books, journals, newspapers was carried out. Questionnaires were prepared and administered to a population comprising customers, distributors and management/relevant staff of Emenite in Enugu. Topman formular was used to determine the sample size of distributors and customers. Chi-square was used to test the hypotheses.
The following findings were made personal selling activities of Emenite lead to increased sales, although one discovered that some of these sales representatives are not too effective, this is because the company deals on technical items = that personal selling activities of Emenite Nigeria are effective in creating customers awareness of their products.
That personal selling activities of Emenite impacts positively on the profit of the company.
Based on these findings the researcher made the following recommendations that will enhance positive effect on the company. The company should make adequate budget provision for their sales representatives.
The company should recruit and properly train their sales people so as to bring in increase in sales and better performance of the company.
If the above recommendations are carried out, the company will not only serve their customers better but also bring in improved profit to the organization.