ABSTRACT

The study examined the effect of personal selling on the sales performance of selected cement distributors in Abia State. The specific objectives were to: identify the challenges of salesmen in the distribution of cement, evaluate the effect of personal selling strategy on the sales performance of cement distributors, analyze the factors affecting the sales volume of cement distributors and ascertain the relationship existing between personal selling and performance.70 cement distributors were chosen through a multi stage sampling technique from the five selected local government areas. Data were collected by the use of structured and pre-tested questionnaires administered on selected respondents. Data were analyzed using descriptive statistics (tables, frequencies, charts and graphs) and inferential (likert scale, multiple regression and correlation). The result showed that cement marketers faced lot of challenges as seen by the intense competition faced by cement marketers which was at a very large extent as agreed by 53% of the respondents. 33% agreed that resistance by some potential customers was at a moderate extent. This was same for little customer interest (35%) while dynamic nature of personal selling was at a very low extent (38% as agreed by the respondents). The result showed also that capital, level of experience, education, number of staff, promotion/advertising, service quality and discounts are the factors affecting sales performance of cement distributors. In line with the findings, it was recommended that Cement marketers should make efforts to adopt more marketing and personal selling strategies so as to boost sales' performance, make conscious effort to acquire more experience and technical knowledge on the various practices involved and the optimum combination of these technologies into their business to enhance sales volume and the need to collaborate with government and other agencies to provide infrastructures such as good and conducive market;