Personal Selling Strategy and Firms Productivity: A Study of Selected Microfinance Banks in Calabar, Cross River State

Abstract

The study was anchored on personal selling strategy and firm’s productivity of microfinance banks (Nirsal microfinance & Uncial microfinance) in Calabar, Cross River State. The researchers investigated the relationships between personal selling strategy and customer relationship and personal selling strategy and firm’s sales volume. The methodology followed was cross-sectional survey research design (exploratory research). Data for the study were collected with the use of a questionnaire, which was developed on a five-point Likert scale. Simple random technique was adopted by the researchers. The hypotheses were analysed using simple regression statistic. Findings from the study showed that personal selling strategy had a significant positive relationships with customer relationships. The study also revealed that personal selling strategy had a significant positive relationship with firm’s sales volume. Based on the findings, the researchers concluded that personal selling strategy significantly enhances firm’s productivity among microfinance banks. The researchers recommended that firms wishing to maintain mutual relationships with customers and enhance sales volume should adopt personal selling strategy for free flow of communication between the buyer and seller.

Keywords: Personal Selling Strategy, Productivity, Customer Relationship, Sales Volume

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