AN EVALUATION OF THE ROLES OF PERSONAL SELLING STRATEGIES IN MARKETING OF CONSUMER PRODUCT (A STUDY OF GLO NIGERIA DAMATURU BRANCH)

Abstract This study centered on evaluation of the roles of personal selling strategies in marketing of consumer product a study of Glo Nigeria Damaturu Branch .It sought to determine whether personal selling strategy improve sell of Glo products in Damaturu, to understand the nature of personal selling, to evaluate the role of personal selling strategy in marketing consumer product of Glo Nig. in Damaturu Branch. The study adopted questionnaire to gather data and analyzed through statistical tools such as simple percentage and Chi-square to test the validity of the hypothesis. The study obtained primary data from 10 staff and 120 customers totaled of 130 from Glo product in Damaturu Yobe state, Nigeria. The findings of the study revealed that if personal selling are effectively worked upon, it will be of good opportunity for the firm because the customer will want to always patronize a firm that sees them as important, even as a king in the market. Based on the findings made, the following recommendations, among others, were suggested: A firm or business enterprise should ensure that its primary aims is to get the mind-set of the customers. A firm or business enterprise must give a proper training to its staff and salesman so that they will be able to provide a good information to the customer and defend the image of the firm. The organization should effectively apply the various personal selling strategies provided so as to defeat its competition and maintaining its stance in the market or business. The organization should know the best approach for the various classes of customer its dealing with. A firm must make personal selling a yardstick for building customer relation.