CHAPTER ONE
1.0 INTRODUCTION
The
act of persuading customers to by either a product, service or idea would be
very difficult if not for the act of salesmanship
Marketing
can be defined as the managerial process involved in identifying, anticipating
and satisfying customers requirements profitably. Survival of the fittest has
become the order of things in the market. This is due to the variety of product
and services.
As
a company increases in output, in finds it difficult to dispose of this product
and thus the need for salesman arises. The needs for talented sales personnel
who are vigorous, zealous and are very determine arise. The company that embraces
such change is sure to March forward than those who remain insensitively to
such change.
Salesmanship
has become a dynamic force in commercial and industrial economic e.g. we are to
think both commercially and industrially then we must be able to sell one
national output of raw materials goods and services continuously and at a rate
of profit which will ensure meeting current commitments as demand increases
Salesmanship
is concerned with a conscious or unconscious use of persuasive power
salesmanship is an effective way of persuading current potentials customers to buy
with lasting satisfaction. It has taken a new dimension in our economy due to
the increased business activities in the production and service sectors.
Fundamental
marketing orientation demands that every executives in an organization that
offers something to consumers should be marketing oriented. This presupposes
that every executive should ideally be a salesman, salesmanship has become a
profession and sales people should be trained to operate as such.
The
changes in one business environment for the year coupled with the stiff
competition facing organization have made selling the most progressive and
marketing oriented organization.
Telling
how good your products are or getting an order is no longer the mark of good
salesman in the market place for every product/services competing not at the
same price, quality and daintier etc. The only advantage such a company may
have on these competitions in the effective sales strategies and tactics.
Personal
selling is an integral part of marketing and is one of the four elements of
marketing of marketing that go to form the premix which is the component of
marketing mix personal selling is particularly important why it meet special
attention.
As
productivity and technology shift to a higher gear, what it takes to succeed in
sales is more complex and more that ever the need for human touch. This is
because customer needs people/individual to explain to them and guide them in
their choice among alternative products or services to differentiate between
competitors and the operation of such product, this trend use off the growing
importance of professional sales people.
After
a product of service has been conceived, then feasibility studies is completed,
the production technology developed the marketing plan completed the market
testing conducted, the adverting and public relation plan produced and
distributed, there still becomes a point where one person must persuade one
another to buy the product or services. This summarized the significance of
selling and salesmanship.
1.1 BACKGROUND
OF THE STUDY
Trough
selected acquisition and mergers; the company’s range of quality products is
broad. These include sunlight, omo, lux, oxber, rim, breeze, reward, close-up,
fresh, elide, esteem hair care range, pears baby product, Vaseline, lotus, blue
band, breadeen, holsum, galaxy cream, royco and oroyo etc.
The
purpose of Unilever Ltd is to meet the everyday needs of consumers everywhere
in Nigeria.
A
total commitment to exceptional standards of performance and productivity to
working together effectively and to willingness to embrace new ideas and the
learn continuously.
To
uphold the higher standard of corporate behavior toward their employers,
consumers and the society in which they exist in.
1.2 STATEMENT
OF THE PROBLEM
Many
companies in Nigeria particularly producers of company products have failed to
give due recognition to the importance of salesmanship. The effect of this nonchalant
attitude on the part of producers has resulted in persistence decline in the
sales of products constantly leading to the folding up of many such companies
because of the absence of efficient and qualified sales personnel to market
their products.
1.3 SIGNIFICANT
OF THE STUDY
The reasons behind this research study
include the following:
1. It
is hoped that this study will provide useful insight that will enable managers
and executive to uncover people with desire sales qualities and also for
individuals to determine whether they possess what it takes to be professional
sales people.
2. The
research would reveal the importance to salesmanship to producers of company
products and the need for them to design effective selling tactics and
strategies in achieving the company’s corporate marketing goal.
3. This
project would be an invaluable asset to the study of salesmanship and other
related areas.
1.4 PURPOSE
OF THE STUDY
This research study is therefore geared
towards:
i.
To identifying the importance of
salesmanship in the marketing of company products.
ii.
To identifying the contribution of salesman
to marketing efficiency and profitability company product.
iii.
To examine any likely problem or obstacles
faced by products in their sales efforts.
iv.
To find out the relationship between companies’
sales budget and its volume.
1.5 STATEMENT
OF HYPOTHESIS
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The research study is base on the following statements
of hypothesis.
HI: Salesmanship contributes significantly to Unilever
marketing efficiency.
HO: Salesmanship
does not contribute significantly to Unilever marketing efficiency.
1.6 SCOPE
OF THE STUDY
A
research work of any study nature could not have been undergone without any
constraint, especially one of these natures in particular, researching into
consumer products as the importance of salesman to the delivery of the product.
Below are the factors that limit the research work.
i.
Time: The time given for the research work is
not adequate for the research to increase the degree of accuracy is planned
within a certain specified limit to time which makes it difficult to blend
academic research work.
ii.
Finance: The money needed for data
collection (primary and secondary) is quite much in addition is the money that
would be used to transport the researcher to the place of data collection and
also funds (money) needed for the typing, photocopying, development of
questionnaire, binding and other areas where money is needed.
iii.
Inadequate data: There is the availability
of very few books, journals and magazine on salesmanship and also the
difficulty of getting secondary data.
iv.
Uncooperative attitude of respondents: Lack
of full co-operation and adequate attention by respondents is another major
constraint faced by the researcher. Most of the respondents deliberately refuse
to provide answers.
1.7 DEFINITION
OF TERMS
1. COMPANY PRODUCTS: They are those goods
and services which are destined for the ultimate consumers
2. CONSUMER MARKET: This consists of all
the individual and households that buy or acquire goods and services for
personal consumption.
3. CLOSING: Succeeding in making a
consumer place an order or studying to acquire some other ultimate objectives.
4. CONTACT (APPROACH): The part of the
presentation when the salesmen approach the prospect with the objective of
making a sales representation.
5. DATA: Are recorded observations
6. EMERGENCY GOODS: Are conveniences goods
which are purchased when the need is even more than for impulse goods and which
solve a current crisis.
7. Feedback:
Communications from a receiver to a source of information that take place
after the source has communicated.
8. Industrial goods: They are those
goods and services which are designed for use in producing other goods and
services.
9. Market: These are people with
specific, similar needs or wants.
10. Market research: This is systematic
objective approach to the development and provision of information for
marketing decision making.
11. Missionary sales people: Those who do
not take orders, but build goodwill for the organization and interest in the
product line.
12. Order getting: Calling upon prospect
who are not customers and converting them into customers.
13. Order taking: Making routine calls
upon customer checking their needs, taking their orders and sometimes providing
various non selling activities.
14. Personal selling: Identifying
customers need and presenting products and seminars that should be helpful to
fill the needs. It involves interpersonal communication through sale men with
target.
15. Population: Is the aggregate of the
element defined prior to selection of the sample.
16. Post selling activities: They are
actions taken by the sale man to service customers after a sale has been
achieved.
17. Product: Is the set of tangible and
intangible attribute of the goods, service, person, place or idea that is being
exchanged.
18. Questionnaire: it is a forma list of
questions designed together information on data from the responses of consumer
or any set of people capable of providing answer to the questions.
19. Salesmanship:
This
is an act of persuading or convincing prospective customer to buy a product,
service or idea.
20. Sample: Is
the subset of the elements of the population.
21. Services: These are activities
benefits, or satisfactions which are offered for sales or are provided in
connection with the sales of goods.
22. Shopping goods: These are items which
are actually compelled for price and quality before being bought.
23. Simple
random sample: This is a probability sample in which each
population element has known and equal chance of being included in the sample
24. Specialty
goods: These are goods for which there is an intense demand and
which buyers insist on having.
25. Unsought:
They
are goods which buyer does not get realize they have a want for.
26. Want: Something that is lacking which is desirable or
useful.