INTRODUCTION For some time now, the treating and selling water has become the order of the

day in Ghana with several companies competing with each other in terms of quality and customer base. At its inception, Enesto Limited was only sachet water production company which treated, packaged water and sell to it target customer in the Upper East market. But today, they have moved into bottling of water.Unstressed by the evergreen availability of genuine spare parts and efficiently of their sales services which is a major trait of any personal selling effort, MB ANAMMCO has not only been keeping the nation a motion but has also been baron with regard to the incessant strife towards developing the path to establishing an indigenous auto industry. The company is a joint venture between the federal government of Nigeria and Daimler Chrysler AG. It is a franchising one, which was commissioned on July 8, 1980 and started its official production in January 1981 having been mandated by the original owner of the Mercedes Benz trademark. At its preamble, Mercedes Bens ANAMMCO was established with its cooperate headquarters at Emene industrial layout PMB 2523 in Enugu state. However, the aforementioned company having attained the peak in the field of manufacturing as well as the provision of after sales services in the motor industry had decided to spread its sales offices over almost all states in Nigeria. Primarily as a result of increase in the demand for its products and thus positive experience is due mainly to the dissemination of words of mouths to others who have not detected the wonders in the companys products especially in the areas of efficiency, durability, prestige, comfort and a host of others. This words of mouth confession being made by both current as well as previous patronized of the firms product is a partial brain behind the companys elevation in production

capacity in previous years and this also created rooms for the absorption of more workers in the divergent department, thus helped to reduce the high rate of social menace that would have associated the situation of mass unemployment. Thus certain individuals particularly the enlightened have been thanking ANAMCO for its laudable act in the continued improvement into our economy through its previous but high productive attainment bin the previous years. However, the senior assistant manager in charge of franchise and marketing development has not failed to give credence to the various promotional techniques in ensuring the previous attainment. According to him,, the use of promotional tools are indispensable in the marketing of capital (industrial) foods. This is apparent as users of such products are seeking both current information as well as the provision of after sales services and those terms related to the purchase and application of industrial (capital) goods. However, the aforementioned company which either had attained the peak in the motor manufacturing industry has started experiencing a dwindling ground in its sales volume and market share. This current situation has thrown the management of the aforementioned company into chaos as a reliable percentage of their market shares have been captured by other competitions in the same industry. According to an insider, this nauseating experience is accounted for by a number of recent developments. Some of these developments are: The incessant increase in the number of companies currently involved in the manufacturing and sales of different cars, trucks etc and besides the increase and efficient application of the divergent promotional tools.

In accordance with his contention, previously, there were relatively few firms in the motor industry and thus tends to reduce the level of competition among the few producers; he further stipulated that under such situation a particular firm will generate a reliable volume with a minimum promotional effort of ANAMMCO as at the said era. He buttered his points by revealing that increase in the number of companies constituting a particular industry is synonymous to increase in technological developments and innovations as well as extreme competitions coupled with efficient utilization of the promotional strategies. Before this experience of related sales volume and profitability, the management of the company has been adopting both advertising, publicity sales promotion and personal selling in relating as well as persuading both current and potential customers to indulge in the constant application of the companys products. However, the management of ANAMMCO is not skeptical regarding the wonders of personal selling in the marketing of capital goods and that this promotol could only justify its wonders in capital goods marketing, only when it is effective. To this end, the management is interested in knowing if its sales force is effective or otherwise. This is the core of this study.