Article Type : Research Article
Authors : Ayozie Daniel Ogechukwu
Keywords : Female; Marketing; Selling; Attitudes; Culture
This seminar paper will evaluate the role of women/females
in the field sales/marketing jobs, identify their problems and setbacks, and
proffer solutions that will enable organizations to have a second thought on
the positive role women in the marketing/business environment. NB: The term
“Salesman” and He” are not intended to be exclusive, but are used for
simplicity’s sake, to avoid the reiteration of salesman or woman and he or she,
each time a practitioner of the profession is mentioned, unless where it is
necessary the gender differentiation is made, and the appropriate word ‘She’ or
saleswoman is used, since the paper is on women/females.
The marketing/sales
force was, and is still comprised mostly of only men/males, and little or no
involvement of females/ women. In the recent past, there have been changes in
this system. A visit to different tertiary institutions in Nigeria (polytechnics
and universities) where Business Administration and Marketing courses are being
taught will reveal that a greater percentage of candidates being admitted are
females/ladies, but still there in low involvement of females in sales jobs in
Nigeria. The importance of an efficient sales force in performing both the
inside and field/outside selling/marketing functions of any
organisation/manufacturing outfit cannot be over-emphasized. Sales force can
consist of both males and females, provided they meet the necessary educational
and professional qualifications required for the job, by the respective
companies. In Nigeria today, there has been increasing discrimination between a
field salesman and a field saleswoman all referred to as sales representative.
So many reasons have been posed for this discrimination, ranging from
physiological reasons, family engagements and responsibilities, societal
customs, norms, values, and religious beliefs. Ideally evaluating the role of
Nigerian females in marketing should not be substantively different from that
of their male counterparts, although emphasis and impact may vary from one
establishment to another. In business, their role is unique and
multi-dimensional that they permeate every economic activity, one way or the
other to leave indelible marks on the nation’s path to economic growth, and the
company survival and profitability. The term females and women in this article
mean the same thing as people of the feminine gender, who are involved in the
marketing/sales jobs.
Traditional
role of Nigerian women/females: yesterday, today and tomorrow
Traditionally, Nigerian women/females and their
counterparts in other parts of Africa and the world, were mainly seen as home
workers, nurturing the family and in some cases assisting their men folk on the
farms, in fishing activities in trading, and female dominated jobs. Their role
was mainly supportive in nature from early childhood, the, males was encouraged
to be aggressive and assertive. Except in matrilineal societies (e.g. Ghana)
the females traditionally were usually less assertive than the male. Even where
she occupied leadership role in her community/village, her role was largely
seen as supportive. She is supposed to be feminine and soft in approach to
issues. Early educational opportunities discriminated against the females as
parents, especially fathers preferred to educate the male. In the PAST DECADE
however, the women have broken down educational barriers, parents’ attitudes
have since changed and enormous opportunities have been taken up by the females
to develop themselves mentally, to broaden their perspectives and where
possible to develop their skill and expertise even in fields traditionally
thought to be the exclusive preserves of the men folk. There abound now women
directors, managing directors of banks, insurance companies and other financial
institutions, women professors, pilots, sports people, footballers,
commissioners, medical doctors, engineers, pharmacists, accountants and other
skilled labour. The Direct involvement of females in the MBA/Post graduate
programme, considering its tight academic schedules, rigors and intensive
classroom work, is enough testimony, that women places are no longer reserved
in the KITCHEN. The Dictum now is “what a man can do, a woman can equally do
it, and even do it better.” Women’s role in business and nation building tends
to broaden as the Nigeria economy develops. In other words, there is a strong
positive correlation between the extent and nature of women participation in economic/business
activities and the level of the country’s development. Other socio-cultural and
demographic factors like societal norms, attitudes, age distribution of the
labour force, level and rate of female education, religion(s), etc, also
influence female participatory roles in the marketing activities. One of most
dramatic development in the 20th century was the entry of Women into economic
and political spheres previously occupied almost exclusively by men. Although
women are making progress in eliminating gender disparities they still lag
behind men in the work place especially in the marketing and sales jobs in
Nigeria. These gaps are found more in Nigeria and throughout the world, but are
particularly pronounced in developing economics. So far the greatest success
has been in reducing education (marketing education) and health disparities and
increasing women’s economic and political influence in the world. Renowned
Scholars and global businesses stress the benefits of further reducing gender
inequality to allow women to realize their full potential on economic
activities in civil rule. Two recent world bank studies focusing on women’s
economic opportunities in sub-Saharan Africa examined when women and men work,
how women’s businesses perform, compared with men’s and the economic and legal
obstacles women must overcome if they are expend their economic and
entrepreneurial activity [1]. These studies find that general gaps in economic
opportunity in the region less from whether or not women work than differences
in the types of activities women and men pursue. Women are much more likely to
work in the informal sector of a smaller enterprises and untraditional
industries such as garment making and food preparation all of which tend to pay
lower returns especially in the marketing/sales jobs. These requires addressing
the constraint on women’s access to funds and assets, cultural and family
limitations work challenges expanding women’s financial and managerial training
and involving more women in policy making environment [2]. Women in sub-Saharan
Africa work, few can afford not to nationally representative of labour force
and house hold survey data from over 100 low and middle more countries show
that women’s labour force participation rates are higher in sub-Saharan Africa
than in any other region. In sub-Saharan Africa, women are active as
entrepreneurs. However they are disproportionately self-employed. Women make up
40 percent of the region’s non-agricultural labour force, but account for
nearly fifty percent of the self-employed. In contrast women represent only
one-fourth of the regions employers, a share that does not change much with a
country level of development and is mirrored in all other regions except the
Middle East and North African area, where they are even fewer women employers,
about 12 percent [3]. In general as a country’ income increases, women’s share
in salary/wage employment rises dramatically. In low income countries in
sub-Saharan Africa, when men are three times more likely to in wage employ men
than women, women’ opportunities are enumerated in entrepreneurship. So to
understand women’s economic opportunities it is useful to compare how women and
men entrepreneurs and workers perform. A family is defined as a group of people
who are related to each other, either as mother, father and their child or
children. Defined a family as a group consisting of the father, mother and or
children, who were brought together on the bases of marriage either by Birth or
Adoption [4,5]. The close relationship is also known as nuclear family, while
the extended family includes the Aunties, uncles, cousins, nephews,
grandparents etc. Marriage is one of the oldest social institutions in the
history of human race and in Nigerian and the world over and is a serious
prerequisite to the emergence of a family. Children can be by nature, birth or
via adoption. A family is a legal, cultural or religious contract entered into
by a man and women, to live together as husband and wife and in the western
world of America and Europe can be between a man and man or a woman and woman
with or without natural or adopted children [6]. Ideally both parties on the
marriage union have cultural, religious or legal obligations expected of them
to make sure that the union works out well. Anything outside that resorts
either dissolution of the marriage legally or culturally which is referred to
as divorce in Nigeria the focal point of this write up and in Nigeria, marriage
can be between one man and one woman (monogamy) or two or more women (in a
polygamous set up). In Nigeria, marriage involves also the men’s family and
that of the woman or women families. These are called in-laws who form a unit
cemented together by the coming together of their son and their daughter or
daughters (the married couple(s). in Nigeria and African, the assumption is
that a man or woman belong to each other. The meaning in Nigeria is that a
person alone does not marry a man, or a woman. Presently in Nigeria, because of
the Economic and Societal changes and expectation, more women are eager to work
for living either in a professions as in this case sake or marketing job. The
mothers/women of the past lives as homemakers. In the highly skilled
marketing/sales job, few females would just want to limit their selling
activities and confine themselves to only caring for their husbands and
children, but they want to be actively involved in their sales/marketing job,
and a lot of travelling and prospecting for customers which entails longer
hours on the road. Today’s women want to continue their selling/marketing jobs
and also start and manage a family. Some do that because of career advancement
but with the support and cooperation of their husband, and the entire family. A
career is an individual’s work and life roles over their life span. It is a job
or profession that one has been trained for which he/she intends to do for
several years usually a career is considered to relate to remuneration work,
one is expected to earn money or salary from it, either on full time or part
time basis. A lot of females in Nigeria have now taken up sales/marketing jobs
and not limit themselves to nursing teaching, catering, tailoring or fashion
designing jobs which in the past is considered as female or feminine jobs.
There are varied opportunities for females/women to make their marks in field
sales/marketing jobs just like no another than career/profession. Presently,
Nigerian females have made substantial strides combining their home making role
with their professional role to maximize societal return in many cases. This
topic is, it would be divided into four headings, with simple explanations of
what selling and marketing is the problems that militate against female
involvements in marketing jobs, types of selling jobs a female can perform and
how these problems can be tackled.
An
understanding of the role functions and qualities of a saleswoman within the
marketing/selling environment in Nigeria
Marketing encompasses
many things and the people performing it, must possess some qualities which
will enable them perform the numerous functions. It encompasses many more
activities that most people think. It is a comprehensive term, involving
selling, merchandise, promotion and distribution. It involves finding out what
the consumers want, planning and developing a product or service that will
satisfy those want and determining the best way to PRICE, PROMOTE and
DISTRIBUTE that product or services. And this must be done at a profit. It is
also encompasses activities like environmental scanning, marketing,
distribution pricing promotion planning and international marketing. Aptly it
is defined by the America Marketing Association (AMA) and the Chartered Institute
of Marketing (CIM) United Kingdom as thus
· Marketing
consists of the performance of business activates that directs the flow of
goods and services from the producer to consumer or users
It is also:
· A
management process responsible for identifying, anticipating, and satisfying
customers requirements profitably (C.I.M. U.k)
While selling is simply defined as:
· The
personal or impersonal process of persuading a prospective customer to buy a
commodity or service or to act favourably upon an idea that has commercial
significance to the seller
The selling concept as
a management philosophy and orientation assumes that company products are not
bought but sold. Those consumers tend to be induced to buy more of a product
through sales stimulating devices. Selling starts with the firms existing
products, and the task is to organize a strong sales oriented department,
aggressively search out potential customers and selling the products to achieve
profitable volume of sales. It focuses on field sales work, individual
customers and sales transaction and it tries to convert company’s product(s)
into cash.
Marketing on its own
stresses on consumer need analysis and satisfaction and directs company
resources towards making products and services that consumer want. It makes
change in product design or quantity to match and adapt to changing consumer
taste and characteristics. The presentation of goods or salesmanship is a
highly skilled art, but it is not one of those arts which are born in people.
Proficiency in salesmanship, like most skills can be acquired by the industry,
and by application of the individual. Anyone of average intelligence and
ability can learn the skills which are necessary to become proficient, but as
in all that professions above average intelligence ability will produce a far
better saleswoman. The person who wishes to become an outstanding good
saleswoman/marketer must be prepared to make sacrifices of leisure time and
other interests, and he/she must be prepared to study and to work hard. Success
in the field of selling depends upon the degree of favourably responses which
the saleswoman gets from her customers. Progress in salesmanship develops from
practice and the intelligent application of experience. Unlike scientists the
saleswoman is making decisions based on her own judgment at every call on every
day. Each interview which a saleswoman conducts provides her with opportunities
to exercise her skills and to develop her capacity. At present, the
salesman/woman has become increasingly important as the vital link between the
manufacturer and the distributor and user. The selling process is an essential
part of the marketing mix. A well-organized company will have made a thorough
marketing research, evolved a product policy and taken decisions on advertising,
pricing, packaging, distribution channels and the calibre and size of the sales
force. Each of these is an important ingredient. However, the final link in the
marketing chain is that of the saleswomen who makes the personal presentation
of her company’s goods or services. Buyers can buy without a salesman being
present but they tend to buy minimum/minimal quantities, and to confine their
orders to know lines. An interesting analysis of the sales records of a company
revealed a sudden drop in sales when the sales-force went on holiday during the
first two weeks of a particular month, to coincide with the annual factory
shutdown. There was a significant loss of sales solely through the absence of
the salesman. An example of the old saying that, OUT OF SIGHT IS OUT OF MIND”
There has been a growing awareness of the increasing importance of the
saleswoman as the key link in the process of selling. More and more companies
are spending bigger amounts on recruiting and training the saleswoman and they
have been described as the vital link. The part she plays in the economy of the
country is also vital. Even though, the economy may expand, unless the
saleswoman ensures that her firm’s goods and services are well presented and
persuasively sold to buyers, these goods will not reach the consumer. When
examined in greater detail, the saleswomen’s function covers a wide range of
activities which can dependent upon individual company policy, these includes
the following:
· The
presentation, demonstration and sale of his/her company’s goods, negotiation on
quality, price and delivery. Explanation and presentation of company policy.
· The
continuous examination of the market and reporting on shortages, oversupply and
exchanges in trading conditions.
· The
relaying to his company of any information of general commercial value.
· The
maintenance of adequate stocks of his company’s goods by distributors and
users. Care is ensuring that customers keep the goods under suitable storage
conditions.
· The
advice and instruction of dealers and their staff in the sale and display of
his company’s products.
· The
continuous acquisition of knowledge of her company’s products and their
applications, selling points and the benefits to the user.
· Prospecting
for new outlets and business and the extension of his/her company’s influence
on her territory.
· The
obtaining and maintenance of satisfactory displays for his company’s goods.
· The
maintenance of good customer relations.
· Recommendation
of credit for customers, assessment of their premises, organisation, standing
and influence in the trade, and the acquisition of satisfactory trade
references.
· The
collection of outstanding accounts and avoidance of bad debts.
· The
handling of complaints from distributors and users.
· Implementation
of sales promotion schemes.
· The
maintenance of satisfactory records of customers’ business with his company and
the expeditious handling of correspondence.
· The
proper cares and maintenance of any of the company’s property which has been
entrusted to his charge.
The
qualifications and personal attributes of a saleswoman
In carrying out her
functions, the saleswoman/female has tools and techniques, which can be
developed and learnt. The tools are the saleswoman’s personality, her knowledge
and judgment and the power of persuasion. The techniques are his/her
preparation and planning, her approach to the buyer, the demonstration and
presentation of her products, her method of negotiations and finally the method
she uses to close the sales.
Personality: Very often it is said that “X” is a born sales
man/woman because she has the right sort of personality, Examined more
critically, it is nearer to the truth to say that “X” is a likeable chap and
people like to do things for her [7]. To say that a person has to have the right
sort of personality to be successful as a saleswoman needs only a moment’s
examination to be disapproved. Anyone who knows only a few successful
saleswomen will know that their personality to be successful as a saleswoman
needs only a moment’s examination to be disproved. Anyone who knows only a few
successful saleswomen will know that their personalities are completely
different; in fact no two people (with the possible exception of identical
twins) have the same personality. A particular kind of personality can
guarantee success. Most successful saleswomen are very much aware of the
personality characteristics and have consciously developed them. The
personality characteristics which are most likely to help in building success
as a salesman are: enthusiasm, integrity, intelligence, courage, initiative,
reliability, determination, confidence, industry, self-control, courtesy,
determination, confidence, industry, self-control, courtesy, and friendliness,
modesty, being jovial, love, empathy and understanding. A saleswoman needs
knowledge of her own company, (i.e. history policies and methods of
implementing them), the product or services (i.e. raw materials, quality
standards, prices, delivery arrangements, current publicity programme, the
competition, general trade information, Human relations (i.e. an understanding
of herself, her strengths and weaknesses, ability to interpret mood and
idiosyncrasies of buyers, an appreciation of her own personality, qualities and
those of other people) and a knowledge about her territory.
Power of Persuasion: The prime object of the salesman’s vocation is
to persuade people to buy. Buyers are constantly approached by salesman, many
of them offering similar goods at similar prices, and it is the saleswoman with
the greatest power of persuasion, who is likely to book the order. Persuasion
is the art of convincing people that the offer of goods or services which is
made meets their industrial or personal requirements satisfactorily. For
persuasion to be successful, it is firstly essential to establish the true
needs of the buyer and to be convinced oneself that the goods or services on
offer will meet those needs satisfactorily. The natural stability of women to
project their and stabilize homes could be a substantial asset in seeing to a
successful sales job. Other functions of the saleswomen long associated with
women to varying but limited scale in their home running duties. The cliché is
“behind a successful man is a woman”. The implication is that the sterling
qualities of a woman as a more flexible and natural marketer of goods and
services are being used in the background to promote domestic and home
attainments. There is little wonder than that a few of the women folk when
given the opportunity to play dominant roles on the forefront of marketing are
almost never found wanting, they are always successful.
There are tremendous
numbers and varieties of selling positions, both in business and non-business
organizations and each has certain duties and responsibilities and requires
particular characteristics on the part of the sales person. Few of these kinds
are
·
Selling
to retail stores
·
Missionary
selling
·
Selling
to ultimate consumer
·
Van
delivery selling
·
Tangible
sales
·
Intangible/service
selling
·
Industrial
goods selling
·
Real
estate selling
Selling to retail stores: Numerous saleswomen are involved in
selling to retailers. The retailers are firms that purchase consumer goods and
sell them to ultimate consumer. Representatives who sell to retailers usually
are heavily involved in making regularly scheduled calls upon assigned
customers in a territory. A great amount of time is spent in order taking, than
order getting. Order taking consists of making routine calls on customers,
checking their needs, taking their orders, and providing various non-selling
activities. Order getting involves calling upon prospects who are not customers
and converting them into customers.
Missionary selling: They go on routine selling activities and help to
build goodwill for the organisation, and interest in their product line. They
are especially useful when the order taking representation carry a wide line
and cannot devote sufficient attention to individual product or when they do
not have the time or expertise needed to accomplish missionary task.
Industrial selling: This salesperson handles industrial goods – those
are buyers who purchase goods and services in order to satisfy the needs of
their respective organizations, or to be used in the production of other goods
and services which will be sold to ultimate users.
Selling to ultimate consumer: The saleswoman sells consumer goods and
services to ultimate consumers. Various manufacturers employ saleswomen to
reach the ultimate consumer, based upon the belief that employees of the
manufacturer can do better selling job than the retails. This selling is
usually common among companies producing perishable goods.
Real estate selling: A special types of selling is found in real estate
industry. Those who occupy such positions are actively involved in order
getting and in creatively attempting to solve problems of their prospective
customers. Many salesperson in this field enjoy large incomes, although it
usually requires period of apprenticeship and had work. There are great
opportunities for women to create a huge mark in all careers especially in
field sales/marketing jobs. However, females and women has to contend with the
conflict and challenges between being a very competent sales/marketing career
women and discharging their responsibilities effectively as a wife, mother,
girlfriend, spouse, single parent or both in both the nuclear family and
extended family and also be expected to achieve excellent career performance
and progress.
Seeking and working
towards a sales/marketing career required TIME, COMMITMENT and HARDWORK. This
is a difficult task for women because of the dual nature of their career. They
are mothers, sisters and wives, raising children and managing the home front.
The work of sales woman, especially field saleswoman involves much prospective
and travelling, as well as getting involved in critical mental judgment. The
greatest challenge for women therefore is how they can maintain a balance of
their time between family and job in such a way as to avoid incompetency and in
their professional sales job.
Cultural constraints: The traditional Nigerian society expects a woman to
play the second fiddle behind her husband irrespective of her personal
qualifications and competence. Majority of women who achieve success in their
sales jobs are usually spinsters, divorces and widows. Those who achieve
remarkable progress in spite of their marriage have been lucky to enjoy the
supportive role of Understanding husbands and partners. Another cultural
prejudice against women is in the area of women education which have been
accorded low priority and this has limited the areas of economic activities in
which women could be gainfully employed. “as such, in 1980” three out of four
women over 25 years of age in Africa were illiterates [8]. In 1985, there were
only about 60 girls evolved in secondary schools per 100 boys in sub-Sahara
Africa, the lowest in any region of the world except for southern Asia, with
first about 40 girls per 100 boys. The level of illiteracy is twice as high in
the rural area, as compared with the urban areas [9]. Securities and Exchange
Commission Lagos summarized within her paper – The Role of women in Banking and
Nation Building [10].
“Statutory, the working
age is 15-55 years, Statistics extracted from the Federal Office of Statistics
(1978-1983) and from manpower study, National planning power Board brings out
glaringly the following facts:
· That
more men are educated and trained in Nigeria than women as indicated by 16
percent female literacy compared with 31 percent male literacy in 1980 out of
total people on the statutory working age.
· That
there is subsequently a much lower participation rate in the labour force by
women then by men.
· That
within the group of professionals (marketing included) women comprises only 3
out of every 30 professionals.
Opined that career
experts’ advice on the choice of a career especially in male careers. She
further stated that the constraints that many women has to contend with,
especially between being a competent career women in sales/marketing and
discharging her responsibilities effectively as a wife or a mother in the
nuclear family or as a wife and mother and many more in the extended family.
Female’s sales representatives and managers who wishes to achieve tremendous
success in their career will strike a balance, between work and family. Every
female wants to have a perfect job and to perform optimally on a job but of
even takes the time to ensure that they have the ability and the disposition to
do the job. Sales marketing jobs pays well and are satisfying but very
stressful, especially with the constant driving around towns and cities to
prospect for customers. It is more strenuous and stressful, but requires
innovativeness and understanding before one can be successful. It is more
mechanical especially where the females will drive over long distances. It is
not women friendly, as jobs in teaching, laws, nursing, dentistry, accountancy,
banking, where they use their natural skills in building relationships. Women
in the above careers are in a good position to manage their caretaking
responsibilities in the family and their schedules in the office or work place.
These are women friendly careers for women who plan to effectively raise their
families or those who already have families to care for. Occupationally, the
odds against the women folk include pregnancy, maternity leave, confirming that
chores are done in the house-hold, in addition to occupational
responsibilities. However, careful planning and, having an understanding
partners/spouse have made the triple role of mother-wife professional a
pleasant reality for many women and a positive contribution to the economic
growth of Nigeria. However, in the Nigerian environment, women are tied down by
various problems, some of which can be cultural, economic and psychological in
natural. Enumerated them as follows [11]:
Psychological constraints: Women find themselves preserving in a culture where traditional rules and implicit codes are devised by men, and oriented towards benefiting the men. The extent to which a woman “bull dozers” her way through the complex labyrinth of these men – made intricacies will determine her degree of career advancement [12]. The psychological constraint faced by women/female sales people can also come in the form of harassment (sexually by both her bosses and very rich customers) and name calling derogatively, describing her as masculine, hard and tough. This will make her feel insecure to endure and survive in activities and roles formally regarded as masculine monopolies. Remember a Nigerian women/female has her home to protect. Furthermore, women are yet to build sufficient confidence about their innate competence and capability to perform and to sell as the males, and even better. Remember the cliché “what a man can do, a woman can equally do it, and even better”. This they need to do by escaping from a sense of passivity and difference. If the experiment with woman High court judge and law enforcement officers is anything to go by, then the laudable part women can play in the sphere of marketing activities is to be encouraged.
Stress
More recently, research
has found those unmarried women, making a career in the male dominated field
like sales, marketing, banking, and engineering, etc. experience stress, as a
hazard. Stress can result not only from long working hours, role overload,
inadequate communications, and long hour of driving and traveling. Stress can
have psychological effects on employees and can also affect their health and
contribution to the effectiveness of the organisation, especially in the area
of selling and marketing. On his paper women in management summed it as thus:
·
Women
competing in a male dominated environment like most organizations are under
constant stress and that professional women experience more stress than
housewives
Due to past limitations
by Nigerians Traditional fore fathers which restricted women/females education,
courses in the arts and the soft sciences (especially teaching) were just left
for women/females to engage in. Few of them are really not prepared for the
selling/marketing task, which is becoming a highly skilled art. The person who
wishes to become outstandingly good saleswomen must be prepared to make
sacrifices of leisure, time, and other interests. She must be prepared to study
and work hard. For years now, the myth/notion is that if you are not qualified
or trained for any specific job/profession. Then you can make in selling, most
especially in rural Agricultural Selling. People say often that it required
just common sense”, while you require common sense as an asset in selling,
common sense is not enough to survive in the competitive world of
marketing/selling. Now the marketing business requires greater skill for
survival, which combines the creative aspects of arts, with the rigid
requirements of science. There are now encouraging changes for the better as
more and more females embrace the profession selling jobs, and make remarkable
successes both in their theory and practice.
Family
engagement, Responsibility
The most problematic snag for women is the
conflict between household responsibilities and their career in sales. There
used to be a feeling of guilt by women over having a career while being a
perfect wife and mother simultaneously. This is usually due to their inability
to work out a realistic strategy; with clear definitions of and solution to
emotional task and time commitment.
Child bearing and child rearing tend to disrupt
women’s career especially in marketing and sales, where career progression is
based on commission on sales and constant in increase in customer base. But a
disruption caused by marriage and raising a family, cause a serious
interference for the females. Opened that a woman/female success in career
especially in marketing/sales in Nigeria and her sense of fulfilment of home
depends on here ability to balance the two contending responsibilities
harmoniously. Experience has shown that those who succeed in sales/marketing in
business careers are not necessarily those who put in the most number of hours
into the profession, or business, but rather those who are able to balance time
spent working and time spent at home with the family, the children and all
things being equal with grow up healthier, better adjusted, happier and more
responsible citizens, than when the children that are left alone, without care
by their mothers. So parents will hand a relatively problem free old age and a
higher relationship with their children in their adult life. One of the
consequences of not striking a balance between family and career is stress and
frustration, which is responsible for people’s inability to manage their
families and sale career. Stress is everywhere and affects everyone.
Psychologist even opine that stress can be good and or bad. The females’ need
to maintain a balance. Stress is everywhere and affects everybody rich or poor.
There is positive and negative stress, and it can motivate some and can also
ruin a person’s life. So a female may learn how to control stress. So that can
help the female to accomplish work at home and in the office. Many
female/marketing people spend all their waking hours, working. Obviously work
does not stop when the female leaves duty post or work place, as females
continue working at home, doing housework and taking care of the children and
men (husbands). So female’s needs strategies to fight with work place and home
place stress. So a females needs the family, friends and relatives support the
sales manage the stress and time effectively.
Sickness or Chronic
sickness can bring stress and disruption to a working marketing/sales career
woman, as she cannot go to office or drive round town to expand the customer
base. A peaceful and stress free home can grant a successful career.
The
mountains on the women’s back
Described that
females/women in Nigeria are living under stress [13]. They are overwhelmed by
the society, herself, her family and by the work place. She is expected to
perform tradition roles efficiently, run her home, and be a good wife, super
mother, supernatural member of the extended family, a competent worker, and an
excellent professional if she is gainfully employed. She is expected to
contribute to family income. And finally she is expected to perform creditably
at her work (marketing, sales or business). All these tasks the woman has to
accomplish in a culture where she is made to behave that she is inferior to her
male-counterpart.
Role
of women in the traditional Nigerian setting
All types of policies and change regarding the
position of women in social production, and in the society are subject to the
limits imposed on them by their respective reproductive role.
Many girls of school
age drop out of school because of parental un-negligence and unplanned
pregnancies, and when this happens, the girls are hardly ever able to get back
to school. This has affected the employment of females in field sales,
marketing jobs in the long and short run.
A through study of
illiteracy found out that:
· Many
illiterate parents do not feel seriously disturbed when children (girls) drop
out of school so long as they receive domestic or commercial assistance from
the girls when they are home.
Purdah
This is a situation
where women in the Islamic religion do not come out of their confinement. This
kind of condition is detrimental to the effective development of women in the
society. A lot of Girls/females cannot work in commercial areas because of religious
restrictions. Many wear viels when confines them to other matrimonial homes
alone. It is traditionally suggested by culture that men should make their
education more serious than women.
That they should do
something tangible with their lives, and that they expected to compete and
advance [14].
According to their book
“women in Management”
· It
is expected that men are qualified them to govern the country, lead business
and industry and fill professional role, and women are to stay at home to
attend to households chores. Time and tide is changing that orientation in
Nigeria.
At the stage of
employing people for vacant positions, it has been found that employers
generally prefer to employ the males then females. In circumstances where women
are employed for sales job, usually preference is given to middle aged woman.
One of the excuses given by the employers is that women are not as strong as
men, they cannot stay outside for a longer period. They always ask for
maternity leave and are frivolous in their approach to professional work.
Research has proved it to be a fallacy.
Religion
The religious
restriction is the area of greatest discrimination against women. Professional
jobs some Christian denomination does not ordain women priests, bishops or
pastors. Thus restriction extended to females at the point of employment and
career advancement. Similarly in the Islamic religion, a woman is regarded as
lesser being than a man, and she cannot even enter the mosque to pray in the
same enclosure as men. These religious limitations limit the career advancement
of females in the selling jobs.
Most women also believe
that their purpose of working is to maintain the family, hence they are
satisfied with such jobs as tailoring, petty trading, teaching and do not wish
to advance professionally. Men tend to be jealous, and this can develop into an
inferiority complex. Hence they accuse their spouses having time
intimate/illicit affairs with chief executives of a company to enable them to
get certain juicy jobs. Many woman undoubtedly lack confidence in what they do
and the male folk perceive the selling job to be a world of marketing and
management. A woman officer said that the major factor which has impeded her
career the most was always a man is assumed to be able. The fear of not being
competent enough, has brought about men not approving of woman in sales jobs
and business jobs. For these reasons woman who feel that their family comes
first, give up the career for the sake of peace in their homes and further
children’s sake. This is affecting their interest and urge to aim higher or
compete with the men on the same sales job. Also in sales job, there is need
for a lot of courage, endurance, perseverance. These factors are lacking by
most woman. A good sales person must be aggressive. But most women are less
assertive and aggressive; they have more empathy, than ego drive, thus these
enable men to have edge over them in sales jobs. The need for commitment is
another thing in sales jobs. Most salespersons are not stationary. They are
always on the move driving to prospect and sell to their customers. The rigors
that are borne by the salespeople are very strenuous. For example, driving for
almost 12 hours to their destination, meeting different types of new prospects.
Some hostile and other aggressive, all these things frustrate woman away from
sales jobs. The need for proximity is an important factor. It means that the
sales territory to be covered by a sales person might not be far from where the
sales representative resides. Woman likes to stay within the area of their
family residence to do their jobs than travelling to long distances to do their
jobs. This hinders their involvement in sales jobs. An important new dimension
in Nigeria is that most prospects/customers tend to molest or sexually harass
female’s sales representative who comes to them. Some even tend to be
emotionally involved with them, despite the fact that the saleswoman is married
person. This can be disgusting, and limits their interest and involvement in
selling jobs.
This is a literature
review of the role of female in the developing and developed countries of the
world. It relied upon already published work by the author and other authors
(Literature review). Practical expenses as a lecturer in the undergraduate
marketing class also used.
Support from the
SPOUSE, HUSBAND, PARTNER, FAMILY AND CLOSE FRIENDS
If a female/woman gets
the family, husband, friend or spousal support, they tend to be able to cope
better with stress and challenges in the marketing work place
Ability
to cope with life and balancing family and career
A female/women ability
and inability to cope with life and balancing family and career and the
consequences of the dichotomy and coupled with lifestyle and stress in the
urban cities, brings up four categories of women (1) those who are coping with
relative case, because they have access to wealth and have many servants to
relieve them of back breaking chores at home, (b) the women who are coping but
with difficulty, they may have some help, but are left with many
responsibilities that stress then (c) women who are on the brink of collapse
and (d) women who can no longer be able to cope, in that responsibilities and
are suffering from mental breakdown and depression, who may end up bed ridden
in psychiatric homes or disabled. So women/females should develop the ability
to able to manage with family and career and find a way of balancing the two
issues. This comes with cooperation, women has to learn how to manage the
responsibilities as mother, wife, income earner, home maker and career women,
especially in a culture where she is meant to believe that she is inferior to her
male counterpart. The woman/females must learn how to manage the
responsibilities effectively and realistically for her to survive and achieve
her ambition to be successful at home and at work. Women has to tackle the
challenges/problems that stress them so as to ameliorate their adverse efforts.
Positive
attitude
A woman’s mental
health, physical well-being and excellent performance in marketing career and
on even area of their lives, depends in her positive approach to life.
Assistance by the Family: Even family member should assist in doing chores at
home with a paid domestic help. This would relieve the female marketing person
of her back breaking tasks and give her enough time to rest when she returns
from work. She must strike a balance between family and work. If career must
grow, the family must be in order keeping diary of places to visit.
Time
management
No human being has an
unflagging memory or the memory of a computer. Women should keep diaries off
sales routes to follow, customers to meet sales calls to be made, commitments
and dates of scheduled events, and note books to jot important facts. Since
women are very busy, time management is crucial for them to perform important
duties in the family and the work place. Career experts like Randall advised
that women should learn to better manage their time and avoid procrastination,
for most of all stress they feel comes from simply been disorganized and
procrastination [15]. They should learn to set more realistic deadlines and
stick to them. They will be less stressed and their work/carrier will better
off. BETTER MANAGEMENT OF CHILD REARING- it is advisable that a woman/female
should avoid having a baby in middle age except in special circumstances where
she has not yet been blessed with a child. Medical and career experts advises
against late child bearing because of the attendant risks and complications. At
middle age a woman’s marketing or sales career is supposed to be blooming she
is likely to have risen on the ladder of responsibility in her work place and
therefore cannot afford to be pregnant at that stage in her life [16,17].
Family
or self-vacation
Women/females should
take time off occasionally to relax or go on vacation herself or with the
family. The women should once in a strike out time to go out on her own and
away for a few days from her work place, either to relax with relations to
visit new people or places of interest to get new experiences. When she returns
she will feel appreciated and can take up her official and family responsibilities.
She has to be cheerful optimistic and enthusiastic about life. Seeking and
working towards a selling career requires time, commitment and hard work. This
is a difficult task for woman because of the dual nature of their life. They
most sell at home and at work. The greatest challenge for women here is how
they maintain a balance of their time between family and their jobs, in such a
way as to avoid stress and incompetence at work. The growth of women as a
proportion of the nation’s sales force is a significant positive sign. Equal
job opportunity legislation will spark a steady growth. Equal opportunity
should also be made mandatory for them in tertiary institutions to study
marketing or business administration, so as to provide the necessary education
needed to perform in the field sales job. The proposed all female university,
not minding its demerits, will increase the number of female enrolment in
tertiary institutions.
Husbands, spouses and friends and boyfriend
should be mentally educated on the task involved in sales job. The selling
career is just like any other professional work. Longer hours at work and
travelling are also obtainable in other jobs, not just selling. The woman on
their own should justify the confidence of their spouse by not having what
affairs outside their home. This will bring about the much desired confidence,
and encouragement needed in career advancement [18]. The society, family,
church, home, community should equally appreciate that women are traditionally
created as natural salesperson. The qualities expected of a sales person are
more possessed by women than men. Females possess the qualities to
painstakingly explain issues to people and to convince customer to take a
course of action and that is what selling entails. Women increasing desire for
financial independence can be gained through sales jobs. From a resources
allocation point of view, the increasing interest of females in sales positions
is encouraging [19,20]. Women have demonstrated their sales abilities. Ignoring
this fact produces a waste of human resources that cannot be tolerated in the
productivity conscious environment of today and in the future in Nigeria.
Government should go further to straighten the national commission for women
and the ministry of women affairs. There has justified the government
subsequent establishment of ministry of women affairs in 1995. All these and
other incentives have given women the needed power and confidence to go into
many professions of their choice. The question now is whether firms have
employs more women for sales position? Have the old concern about the possible
shortcoming of women been supported or disproved? Have sales manager attitudes
changed as more women have been added to their sales force? Does the gender
role of sex have anything to do with a person’s sales aptitude and ultimate
performance? The result of a research although neither conclusive nor extensive
shows that sex is largely irrelevant for explaining differences in performance
across sales people. There is no evidence of consistent differences in the
productivity of women and men in industrial sales. The attitude of sales
managers and industrial buyer towards women sales representatives has also
become more positive over the years [21]. While both men and women are seen as
sharing the potential for sales success, however, both group are perceive to
have unique strengths and perform better on different aspect of the sales job.
In evaluating the role
of women in salesmanship, it must be realized that marketing has been a service
industry and the women folk are service oriented by nature to some extent.
Education and training environments the female professional marketer has to
adapt to a bewildering pace of structural re-organisations and will find
herself ever in the front keen competition to win customers. By being
self-disciplined herself, she will provide moral guidance to children, the men
folk, and to upcoming female counterparts, to boast the process of nation
building through the optimal use of human and materials resources. The female
should be adequately represented in private and government owned enterprises,
to ensure that famine interest is adequately represented, especially on matters
affecting the homes and children. Private and government initiatives So far in
this regards is appreciated, but should be encouraged to extend further.
Rephrasing the popular Nigerian proverb “the words of our mothers are words of
wisdom”. It is not an easy matter for a woman being a good manage of family and
marketing career in a society like Nigeria where the woman is expected to do
more of the chores at home and also work to augment the family income. Women
cannot escape many of the responsibilities thrust upon them by culture and
tradition, and also by modern life in the internet communication technology
age. However they can control their destiny by being organized, creative and
resilient in their sales/marketing career. The answer to this is to find the
Right balance between work and family which will work for the women. Not
minding the peculiar nature of the marketing career women have to be optimistic
focused and organized. This will give them achievement and success in managing
family and career successfully.
The sky is the limit
for women who hope to achieve optimum success in selling job. They must work
professionally, and exhibit strengths of character, accept felinity and its
traditional objectives of marriage and motherhood on their terms and set
themselves on ideal of relative independence and achievement.