The role of interpersonal skills in marketing communication a case study of Makini Herbal Company

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Kampala International University, College of Economics and Management
This report is the result of an academic research made on the role of interpersonal skills in marketing communication. This study was conducted using MAKINI HERBAL as a case study. This study has three objectives: to analyze the steps and functions of personal selling; to identify the personal traits and personal skills that can help the employee or sales person to be more effective in relation to customers; to assess the procedures asked to handle on the job that requires the use of interpersonal skills. To achieve these objectives, the researcher used a purposive technique to choose a case study and a convenience method to select respondents, questionnaires to collect primary data, then qualitative and quantitative techniques to analyze and interpret collected data There are seven steps that an follows in personal selling the steps from locating and prospecting for customers; the pre-approach; the approach; the sales presentation; handling objections/sales resistance; the close; the post sale follow-up. Self control and orderliness, attitude, creativity, initiative, responsibility and personal ethics are personal traits and assertiveness, time management and goal settings are personal skills which are indispensable in the success of a sales person. Management should provide training's on adapted new methods; As salesmen are given responsibility to represent an organization, they must be given power to solve the problem of selling prices.
A research report submitted to the College of Economics and Management in partial fulfillment for the requirements for the Award of a Bachelor's Degree in Business Administration of Kampala International University Uganda.
interpersonal, marketing