The Effect of Sales Skills on Sales Performance: The Case of Habesha Construction Materials and Development (HCMD)
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Date
2018-06-04
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Addis Ababa University
Abstract
The objectives of the present study were to understand the influence of sales skills dimensions
which are: interpersonal skills, salesmanship skills, technical skills and marketing skills on sales
performances of salespeople, in the case of Habesha Real Estate. This is an empirical study with
quantitative research design and particularly, utilizing correlation research methodology. Data
has been collected using self-report questionnaire and all sales agents within the organization
were included as respondents (n = 62, 95% response rate). The data has been analyzed using
SPSS software employing the descriptive statistics, Pearson’s correlation and hierarchical
regression statistical techniques.
Bivariate correlation analysis between sales skills and sales performance of the sales people
showed that all sales skills have statistically significant relationship with salespersons’
performance at p = 0.01. A two-step hierarchical regression analysis indicated that marketing (β
= 0.98, t = 3.27, p = 0.01), interpersonal (β = 0.73, t = 2.45, p = 0.05) and technical (β = -0.69,
t = -2.41, p = 0.05) skills were statistically significant that contribute 77.7% (R2-change = 0.777,
p = 0.01) to the predicting power of the model that enhance salesperson performance. In
contrast, the findings also revealed that salesmanship skills do not influence salespersons’
performance
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Keywords
Sales Skills, Salesperson Performance, Real Estate