PERSONAL SELLING AND ITS EFFECT ON SMALL AND MEDUIM ENTERPRISES (SME’s) (2022- TILL DATE)

ABSTRACT

The study examinedPersonal Selling and its effect on small and medium Enterprises (SME’S) (2022- Till Date). In conducting the study, a random sampling technique was used. 360 students from the faculty of management science, University of Benin were used for the study. Survey research design was used for this study. The study adopted both primary and secondary method of data collection. Data were analyzed using simple percentage frequency distribution table. The findings revealed that there is a positive and significant relationship betweenpersonal selling and customer loyalty, the study recommends that when the sales representative of an organization is viable and competent, there is a positive increase in the demand of consumers. The term competency as used in this context indicates some basic attributes which are expected from a sale representative. To mention but a few, this attribute includes: Boldness, Neatness, Fluent Communication, and deep Knowledge about the products it self. This finding thus illustrates that when this is in place customers demand for a product tends to increase. It is therefore worthwhile that manufacturing organizations orientate each of their representatives so as to enable an upward push in the demand for a product. It was recommended that Small and medium scale enterprise should put in place a customer retention team to monitor and address issues contributing to customerswitching and retention.