Personal Selling As An Effective Promotional Tool In Marketing Of Industrial Goods
[A CASE STUDY OF NNPC, ILORIN]

CHAPTER FIVE
5.0    SUMMARY, CONCLUSION AND RECOMMENDATION
5.1    SUMMARY OF FINDINGS
    The study is fashioned to determined the effectiveness of personal selling as a promotional tool in marketing of industrial goods (a case study of NNPC).
    It is based on solutions to the identified problems to improved the performance of the sales person in the oil company in order to capture large share of the fuel markets.
    The research finding shows that oil companies are expanding intensively. This is as a result of the company’s intensive use of public relation. The use of effective public relation can not be over-emphasized because petroleum marketing firms that wants to enter into the fuel market for doom even it uses other promotional tools.
    Personal selling just like other promotional mix has its benefit outstrip the problems of public relation.
    The benefit of the use of personal selling found from the research into the effectiveness of personal selling in fuel marketing. Industry has shown that just very few petroleum firms can exist without personal selling in the homogeneous and competitive marketing of fuel product.
    It therefore, keeps the company at a competitive advantage over other business rivalries.
5.2    CONCLUSION
The objective of the oil company is to capture large percentage of petroleum market. The company has confidence that with the use of effective sales force, their objective could be achieved in the nearest future.
The research work has proved beyond reasonable doubt that effective use of personal selling is the most effective of all the other promotional tools in marketing of industrial goods.
Although, personal selling can not exist in isolation of other promotional tools like sale promotion, public relation, advertising is used to support the merchandizing efforts while the publicity is used in creating co-operate image. The project work have arrived at these important conclusion. It could be inferred from the project work that effective personal selling is the artery which carry the success of industrial products (goods).
5.3    RECOMMENDATION
     The fact that this research is oriented as personal selling as an affective promotional tool in the marketing of industrial products, the recommendation will be base on our findings, and how the industrial products can intensify their promotional tool use as an effective with industrial product. The following are our recommendation.
Firstly, personal selling has been generally accepted as the most appropriate means of selling industrial goods, should be integrated with other promotional activities, tad exhibition to mention a few, should not be neglected. These other tools will essentially help in creating awareness for these products thereby preparing ground for successful personal selling activities.
    Secondly, we recommended that the individual marketers focusing them recruitment exercise more and those candidate with some science and related course in addition to degree, diplomas or certificate in marketing. This will reduce the rate at which employers are sent as cases within and outside the company.
    Thirdly, the idea that sales man are born and not made should be de- emphasized while serious training programmes like sending them an induction courses, attending seminars organized by professional bodies like national institute marketing of Nigeria (NIMN) and also sending them an overseas training should be emphasized for the development of efficient sales force.