THE INFLUENCE OF PERSONAL SELLING TECHNIQUES ON SALES SUCCESS
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THE INFLUENCE OF PERSONAL SELLING TECHNIQUES ON SALES SUCCESS
This research explores the influence of personal selling techniques on sales success. Objectives are: (1) to evaluate the effectiveness of various personal selling techniques, (2) to analyze the impact of personal selling on customer relationships, and (3) to assess the role of personal selling in complex sales processes. A survey design is chosen for its ability to collect extensive data efficiently. Using Taro Yamane's formula, the sample size is 350, ensuring accuracy and reliability. The study focuses on the insurance industry in Lagos, Nigeria, where personal selling is a key component. The reliability coefficient score is 0.88, reflecting robust measurement consistency. Findings reveal that personal selling significantly enhances sales success, with techniques like consultative selling and relationship-building being particularly effective. Recommendations include training sales representatives in advanced personal selling techniques and emphasizing relationship-building to achieve long-term success.
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