Debre Birhan University

College of Business and Economics

Department of Management, (MBA) Extension Program

ADVANCED MARKETING MANAGEMENT

Individual Assignment – Article Review

The Implication of Personal Selling Strategies in Motivation,

Approaches and Good Grooming

Authors - Julie Ann C. Ocona*, Magdalena G. Alvareza

Published by - Elsevier Ltd.
Date of Publication - October 2014, Langkawi, MALAYSIA
Range of Pages – 5

Reviewed by: - Semon Worku

Section: - B
Date and year of Review - 29/6/2014 E.C

Submitted to: - Woldetsadik K. (Assist.Prof.)

Submission Date March 03, 2014 E.C
 1) Research Title and Reporting Format
The authors tried to address an important factor that encompasses the use of strategies in
motivation, approach and good grooming which could ultimately have an influence in personal
selling and the title reflects and gives an insight on what is studied in the article well. The
authors followed the standard and accepted format of doing a research topic with it’s clearly
showed and articulated list of steps starting from stating the aim of the research topic, listing
objectives to assess, what methodologies followed to giving an overall analysis if the result
obtained.

2) Quality of Abstract
This study focuses on the use of strategies in motivation, approaches and good grooming in the
personal selling of cosmetic products. The study clearly defined what objective were to be
investigated, the relationship between them and propose a personal selling model later. During
the study descriptive-purposive method was used to investigate most common selling strategies
while one-way analysis of variance (ANOVA) assessed the significant correlation between
motivation, approaches and good grooming strategies. The study showed that the use of
strategies in motivation, approaches, and good grooming are significantly correlated. The study
clearly showed how the factors listed have a great influence on personal selling strategy and tried
to find if there is a co-relation between them. It is expected that the strategic personal selling
model plan for effective salesmanship will be proposed. Since 150 or less word used of an
abstract is acceptable the study’s abstract has 111 word which is in the acceptable range.

3) Problem Statement
The study sought to find out any relation, if existed, that could affect personal selling strategies
and using a listed factor (motivation, approaches and good grooming) to analyzed the power of
those factors that could eventually have a positive or negative consequence of the “to be”
analyzed issue which is in this case is personal selling strategies. It also sought to find out if
there existed relationship been these factors which could have an impact on the subject of the
study.

4) Research Objectives
The general objective of the researchers was to investigated the implication of personal selling
on the use of strategies in motivation, approaches and good grooming. Based on that, the
researchers made three objectives. Identify the needs of personal selling strategies in motivation,
approaches and good grooming, Know the significant correlation between the strategies on
personal selling variables: motivation, approaches, and good grooming & Propose a Strategic
Personal Selling Model for Cosmetic Products.

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 5) Significance of the study
This study had a mission to provide an argument to see through the inter-relationship between
motivation, approaches and good grooming and find out their implication on personal selling
strategies which could ultimately be used for a strategic selling model and it did that. It provided
a necessary data through interviews and questioners to back its arguments for proving an
effective salesmanship.

6) Scope of the Study

The descriptive-purposive method of research was used to investigate the most common personal
selling strategies by the seller respondents. Analysis was made based on mean, frequency,
percentage and rank of the data obtained. The significant correlation between motivation,
approaches and good grooming was analyzed with one-way analysis of variances (ANOVA). All
3 personal selling strategies had a focus group which they focus on. Cluster respondents were
asked to suggest and add their statements to complete the final content of the questionnaire
before floating to the respondents. A number of seller respondents were given questionnaire and
interviewed to provide additional data. The data was analyzed and interpreted based on 3 key
determinants namely, most common personal selling strategy, the need of personal selling
strategy and approaches of strategy on showing attitude and negotiating objections.

7) Propositions/Hypothesis of the study (if any)

The study initially proposed that to find out the after effect of motivation, approaches and good
grooming in personal selling strategies. Even though it had no measurable value it had
beforehand singled out the factors’ effect on the subject and later on backed that argument with
empirical data.

8) Review of Related Literature

It is stated that personal selling provides the best strategy to capture consumers. It is where sales
person meets buyers face to face. It is a process of convincing and persuading a typical consumer
to accept a product or service the seller provides. The aggressive and direct approach to a buyer
is a strategy where the salesperson extends a lot of motivation, approaches and good grooming
(Garcia & Villanueva, 2009) This personal encounter of a salesman relies on guts of a skilled
marketing communicator making the most challenging part of personal selling (Helbig, 2011). In
the language of sales and marketing “Personal selling” singles out those situations relates to
communicating values and attitudes (Arante & Gomez, 2000). A sales strategy in personal
selling is something that requires hitting the sales quota, realizing the sales presentation by
addressing obstacles, and making sure that of a sales voucher (Gilleland, 2004).
There are three personal selling strategies used by salesmen and resellers. These are: motivation,
approaches, and good grooming. The focus of motivation strategies is to inform, sell, observe,
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demonstrate and influence the consumer by showing the physical product, its benefits, values,
and price comparison; the focal points in approaches’ strategy are attitudes in selling and
handling objectives during the sales presentation; while in good grooming, its edge is proper
attire and use of perfumes or cologne. It is expected that a Salesmanship Model Plan will be
conceptualized for the benefit of sellers and owners of retail businesses.

9) Research Methodology
The descriptive-purposive method of research was used to investigate the most common personal
selling strategies by the seller respondents. The mean, ranks, frequency and percentage were
utilized in the analysis of descriptive data while the one-way Analysis of Variances (ANOVA)
realized the significant correlation between motivation, approaches and good grooming strategies
in personal selling. Before the floating of the questionnaire was validated in content analysis and
split half reliability was computed at .68. The cluster respondents were asked to suggest and add
their statements to complete the final content of the questionnaire before floating to the
respondents. A total of 140 seller respondents of the four outlets of cosmetic products in
Santiago City, Philippines comprise the total population of this study. Interviews were conducted
to supplement the additional data computed in a master table analyzed and interpreted through a
Micro Statistics.

10) Data Presentation, Analysis & Interpretation

First, most common personal selling strategies were investigated and a mean value of 3.60, 3.47
and 3.50 was recorded for good grooming, strategies on motivation and approaches strategies
respectively and they were ranked based on their mean data accordingly. In the motivation
strategies, it takes the seller to inform, sell, observe, demonstrate, influence and handle
effectively the sales objections of the potential buyers of cosmetic products. In good grooming
where result discloses the highest rank, includes proper attire, use of behavior and good behavior
towards his clients. Lastly, the approaches posted the following: showing the physical product to
the buyer, verifying the benefits when in case the client will buy the product, enlighten their
values, comparing the price, and showing good attitudes when the consumer asks questions.
Second, to identify the needs of personal selling strategies in motivation, approaches and good
grooming, it needs description to the specific items that covered the content of questionnaire in
the clustered categories on strategies in personal selling. Their mean value showed that selling
the benefits of the physical product ranks 1, followed by the demonstration on the use of the
product, influence by citing the importance, observe the consumers and ask questions that lead to
attention of the client to continue listening to the oral presentation of the salesman.
Thirdly, there are two approaches used in personal selling strategies. These are: showing
attitudes and negotiating objections. Helbig, (2011) mentioned six guiding principles that should
be written and shared to everyone in the selling business. These guides expected to contribute
efforts in making communication more effective. This indicated the reflection of stakeholder’s
principles, processes, powers, and purposes (Connick, 2013). Perfecting the plans was cited as to

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strategize by using the 4 P’s (Riley, 2012) that empower and reflect the purposes and objectives
of a sales plan. (Gilleland, 2004). It can be developed by whoever uses the strategies to their best
advantage. Result of showing attitude approach showed a higher mean than the negotiating
objectives. This disclosed the strategic personal plan to have its focus on showing courtesy,
being patient and industrious and answering honestly the questions asked by the client. Wearing
proper attire and using perfume or cologne was confirmed to be needed in a strategic selling
plan.
Lastly, relationship between motivation, approaches and good grooming were done with
ANOVA and it showed that motivation, approaches and good grooming were significantly
correlated.

11) Conclusion and Recommendation

It is concluded that motivation, showing attitudes, negotiating objections, and good grooming are
significantly correlated. Those that described selling benefits, demonstrate the use of product,
citing the benefits to the consumer, courtesy, industry in prospecting consumers, patience,
honesty and answering only those that are asked, wearing of appropriate attire and using cologne
or perfume were implied in personal selling’s very important in the inclusion of strategic
personal selling in motivation, approaches and good grooming. The study concludes by
proposing strategic personal selling model framework plan.

12) Overall criticism of the study

In overall, the study did what it first stated to do but during sales there a lot of factors that could
generally have an effect on the decision made by the customers/buyers. The study doesn’t
indicate why those factors were chosen and what criterion were used to select them from other
unindicated factors. It also doesn’t indicate why it used the type of methods it used for general
analysis.

13) Referencing
Arante, L. & Gomez, J. (2000). Published by National Bookstore, Phillipine Copy Right, Printed
by Printing Co., Inc-. Retrieved from www.nationalbookstore.com.
Connick,W. (2013). 8 Tips for productive sales call. Retrieved from http://sales.about.com/

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Gilleland, J. (2004). Eight sales strategy tactics for new business sales of P&C insurance.
Retrieved from http://www.profitableunderwriting.com/8sales tactics.html.
Garcia, A. & Villanueva, M. (2009). Professional salesmanship. Philippines: Rex Booklore
Publishing Corporation.

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