The Impact of Sales Skills on Sales Person Performance: The Case of BGI Ethiopia
No Thumbnail Available
Date
2016-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
In recent years the competitiveness in Ethiopian beer industry has enormously increased specially after the
privatization of government breweries to international well recognized breweries. Despite of room for
growth and additional breweries are underway to join the industry, currently breweries are spending a
large sum of money to attract consumers in using their sales person officers. Understanding the sales
person sales skill contributes in the result of sales person performance. This study analyzes the impact of
sales skill on sales person performance. The objectives of this paper are two-fold. Firstly to
understand the influence of sales skills dimensions, namely interpersonal, salesmanship, technical
and marketing skills on salesperson performance in BGI Ethiopia, which is a major brewery
industry in Ethiopia; and secondly, to investigate the effect of organizational commitment as a
moderating variable on the above relationship. Data was gathered from all agents of BGI
Ethiopia sales person 252 salesperson in the industry. Different literatures have been used in
discussing the concept and to identify major factors that affect sales person performance. Sales skills:
interpersonal skill, technical skill, marketing skill, salesmanship skill, and organizational commitment are
found to be important variables that determine sales performance. Questionnaires were distributed to all
respondents of the agent of BGI Ethiopia sales person. From each agent all sales persons are taken and
results were put through different methods of data analysis. Descriptive statistics, correlation and
regressions were used in this study. Based on the analysis from the independent variables the only
salesmanship skill and organizational commitment are the most influential factor of sales person
performance. Different factors are consists on those sales skill variables. The findings show that the
effect of salesmanship skills positively influence and predicts salesperson performance. And the
findings also show that technical, marketing and interpersonal skills do not influence salesperson
performance. And, organizational commitment was necessarily moderate the relationship between
sales skills dimensions and salesperson performance
Description
Keywords
sales skills, sales person performance, organizational commitment