Personal selling and the marketing of industrial products in Nigeria

Abstract

This study centered on personal selling and the marketing of industrial products. It sought to determine the effects of salesperson's product presentation of products, knowledge of products, relationship with customers, and follow-up efforts on the marketing of industrial products in Nigeria. The study adopted cross-sectional survey research design. Using a structured questionnaire, the study obtained primary data from 278 employees of an industrial product manufacturer in Cross River State, Nigeria. With the aid of descriptive statistics, the data obtained from respondents were analyzed, while multiple linear regression was applied for hypotheses testing. The findings of the study revealed that salesperson's product presentation of products, knowledge of products, relationship with customers, and follow-up efforts had significant positive effects on the marketing of industrial products in Nigeria. Based on the findings made, the following recommendations, among others, were suggested: Salespersons in industrial marketing companies should consistently be trained in interpersonal and presentation skills in order to equip them to confidently and persuasive communicate key details of products to customers and close sales successfully; manufacturers and dealers of industrial products should improve the product knowledge of their salespeople; and marketers of industrial products can further enhance their effectiveness by assigning specialized salespeople to periodically follow up with customers in order to encourage repeat patronage.