Term Paper on

Personal Selling of

NOVA Electronics Company

Submitted to

Dr. Md. Abdul Momen

Assistant professor

Department of Business Administration

East West University

Submitted by

Md Rezaul Kabir 2011-3-10-086

Naseb Razzaque 2011-3-10-091

Submission Date

1 December 2016

NOVA

Acknowledgement

First of all, we are grateful to the almighty Allah who gives us all the strength & ability to what we do. Without his approval, we can not do anything.

We are also thankful to our honorable course instructor who made us doing this report. His instructions & motivation kept us working on this paper.

Special thanks to the Manager & the two salespersons of the NOVA Electronics of the branch of Stadium Super Market, Gulisthan, Dhaka. They filled up our questionnaire , gave necessary information that are needful for this report & also shared their interesting experiences regarding sales.

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Table of Contents

Topic Page

Literature Review

About Personal Selling of NOVA

Recommendation

Conclusion

Appendix: Questionnaire

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Introduction

We are familiar with the brand “NOVA” in Bangladesh. They mainly sells electronic product in our market.

We started business with electrical power products in the name of Nova Electronics since 2001. Subsequently, in the year 2010 we moved to expand our business by adding new products by introducing Nova Powertronics Limited, registered by Joint Stock Companies and Firms, Bangladesh (Reg. no C-86002/10), Location at Dhaka.

Nova has obtained distributorship of international Brand GE online UPS from Switzerland. Others brands is LANGQI switch & socket. We Nova Powertronics Limited working with its own brand “NOVA”. NOVA’s electronics products are made by Osaka in Japan.

This assignment is about mainly personal selling. As NOVA is involved in personal selling, we decided to choose and study about it’s personal selling behavior. The company we chose is quite unique because of its local nature and different style of dealing with local customer, competition. The Company involves mainly do business in old paper advertising and TV ad while at the same time articulate face to face dealing with customer.

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Literature Review

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About Personal Selling of NOVA

From the above discussion of the literature review part, we got some idea about what is personal selling. Here we are going to discuss such theories from the perspective of NOVA.

NOVA may not be a well renowned brand in Bangladesh but it’s familiar one. The current market of electronics and home appliance product is competitive. And there are many suppliers for such products. So it’s important to get involved in personal selling at given situation. NOVA is not exceptional in this case. After all NOVA is the market leader like SONY RANGES etc.

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In real life the sales people who are working in the sales showrooms are not that much well educated generally. They don’t know the theoretical meaning of personal selling. But it does not mean they do not practice it.

In personal selling means, understanding customers by listening to them elaborately and serve them accordingly, the sales people of NOVA indeed perform this. After all this is one of the tools and techniques to make more sales in this competitive market. They do not perform personal selling because of theoretical existence in marketing study but their general instinct.

We visited one of the sales showrooms of NOVA which happens to be located in Gulistan, Dhaka on 26 November, 2016. Three interviews were taken to collect relevant data for this report. The showroom manager, a senior sales person and a junior sales person.

All three of them implied that there are some clear instructions given from the company to be maintained in the sales showrooms which are mostly regarding sales. According to them, these instructions are well sufficient that do not leave any room to be creative from their end or to add anything new.

Sales person employed by NOVA are gone through rigorous training program. Every sales person gone through open ended training program in corporate office in Paltan. The training program does not have any time limit, rather follow result based approach to train sales person. The product knowledge training of NOVA is usually happen in showroom where they are employed. We can say it is on the job training program.

The instructions given by the corporate office are usually involve price negotiation, discount and gifting. Here sales people are given instruction to make right decision based on their training and instinct. Also sales person are instructed by the management about behavior with customer. And what they are restricted to do misbehave with customer and visitor.

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Even when some of the customer do annoying behavior and ask stupid questions, they do not become angry or rude. For example showroom manage share a incident where a customer asking a temperature of fridge during the freezing process which is very difficult know even for a product expert. In this kind of situation it is difficult to withheld anger or control emotion.

And this is what they do. When customer comes at the showroom the sales person will inform or educate the customer about the product they are interested. Here sales person involve in this event will tell everything they know about the product. Because it is a electronic company all the information involves technical detail and know how. So sales person usually working in this process must have depth and breadth of NOVA product to make a successful sale. By telling everything customer will have better chance making right decision in selling situation. In the interview all the participant told us confidently about the information they share to customer and how it helps to make a good sales.

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Here sales person are product expert in this regard. Because they are only in the showroom who deals with potential customer, it’s important they have all the necessary info regarding the NOVA product. The sales person must become product expert to deal with any kind of customer.

In the personal selling a sales person must know about the company they work for. It is important they know every hook and canary about NOVA and it business practices. In the interview participants all agree they know everything about the company. However they have not given any hint of knowing all the practices.

There is only one mismatch found among the interviews. The manager said they never contact with the customers proactively from their end once a product is sold & delivered. But the junior sales person said he does. He often contact to few of the customers to know the feedback regarding the product he sold.

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Recommendation

From the interviews taken, it is clear that they practice personal selling in their sales showroom but at a minimum level. It is not their fault actually. They just focus on sales.

The corporate office should emphasize on personal selling method. After all it is very much needed in this competitive market. They should add this feature in their training programs.

Another finding is the creativity which is needed in personal selling as well as overall sales success. The corporate office should encourage these sales people to become creative in new ways. And also should encourage & collect new ideas from these people.

Conclusion

As these sales people are not that well educated, the questionnaire was made in Bangla language. This was helpful for them to understand properly & answer them with comfort.

We are extremely sorry that interview of three level of management was not possible to be taken, but three interviews were indeed taken from three different positions.

In the end, we would like to say that, it was an interesting experience while working on this report, especially to collect the primary data through the interviews. It certainly enriched our theoretical knowledge on personal selling.

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