Problems And Prospects Of Selling In Reseller Markets in The Fast-Moving-Consumer-Goods (FMCGs) Industry Using The Salesforce; The Case of Y&K Investments Limited, Koforidua, Ghana.

Abstract

The researchers attempted to assess the problems and prospects associated with selling in reseller markets within the fast-moving-consumer-goods industry, using Y&K Investments Limited, Koforidua, Ghana (Y&K) as case study.  Using convenience and purposive sampling approaches, we surveyed the opinions of resellers, salespeople, and management of Y&K on the subject and analyzed using descriptive statistics.  The study revealed that problems faced by resellers include customers’ reluctance to accept new products, over supply of products and shortages in money collected as a result of pressure to attain sales targets, and general difficulty in retrieving money owed by clients, among others.  However, firms that are able to employ the right salespeople with the right qualities and strategize well would enjoy high sales and market growth.

Key Words: Salesperson, Personal Selling, Reseller Market, Selling Process, Salesforce Remuneration