personal selling

PERSONAL SELLING

According to Marketing works Training and Consultancy (2005) personal selling is a highly utilized communication tool due to information being able to be altered to meet customer needs. Sales personnel are usually motivated individuals and communication with clients on a one-to-one encounter is not a problem.

Four sales personnel were required during st Louis lager promotion by Kalahari Breweries Limited (KBL), in order to boost st Louis lager sales. The sales personnel were placed at different liquarama outlets by KBL supervisor.  

KBL supervisor used theory X and theory Y concept when dealing with the sales girls. Implementation of theory X was dividend due to some of the sales girls being provided with little incentive to motivate them, while the rest of the girls were able to work, without being given any incentives.

 Although this theory proven to have been the right choice, system theory could have been used. System theory deals with how employees can influence their surroundings and how their surroundings can affect the employee (Hawthorne, 2015), due to the sales girls interacting with intoxicated clients who can be difficult.  

Reference

Pride, W.M., Hughes, Robert. J & Kapoor, Jack.R. (2008) introduction to business. 11th edition. South-western Cengage learning

Marketing works training & consultancy (2015) the promotional mix: six key questions [online]. Available at: http://www.marketing works.co.uk ( accessed: 29 March 2015)

Hawthorne, M. (2015) management theories and concepts at the workplace [online]. Aailable at:  http://smallbusiness.chron.com/management-theories-concepts-workplace-17693.html(accessed: 29 March 2015)