Use of Sales Force: An Indispensable Strategic Marketing Option in the Industrial and Commercial Products Industries in Nigeria

Abstract

This paper presents the use of sales force as a veritable means of achieving sustainable trust and commitment in the new millennium business environment in Nigeria. It distinguishes sales force from other sales people. The paper identifies the role of sales force in modern marketing and the situations in which its use is not compromised, but rather paramount. It recommends the use of sales force, especially, in industrial and commercial products industries where trust and
commitment are the bedrock for enduring marketing exchange relationships.