Determinants of Salesperson Performance; The Case of Fana Broadcasting Corporate S.C
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Date
2024-06-16
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A.A.U
Abstract
This study was conducted to examine determinants of sales performance of salesperson by using sales experts of Fana Broadcasting Corporates. Specifically, the study examined effect of marketing knowledge, technical knowledge, self-esteem, and technical skills on the sales performance. By using questionnaire primary data was collected from 41 salespeople of Fana Broadcasting Corporate at regional offices and headquarters. The study has followed explanatory research design and quantitative research approach. The data was analyzed by using descriptive statistics and linear regression, OLS method. Coefficients of all independent variables are positive and statistically significant that implied marketing knowledge, technical knowledge, interpersonal skill, and self-esteem skill positively and significantly affect sales performance of a salesperson. Coefficients of marketing knowledge (β = 0.419; p = 0.000), technical knowledge (β = 0.383; p = 0.003), and interpersonal skill (β = 0.290; p = 0.000) are significant at 0.01. However, coefficient of self-esteem skill (β = 0.232; p = 0.027) is significant at 0.05 significance level.Hence, this study revealed that sales performance of a salesperson performance is significantly affected by marketing knowledge, technical knowledge, interpersonal skill, and self-esteem skill. Marketing management of the corporation is suggested periodically to review sales performance of the salespeople and to rate marketing knowledge, technical knowledge, interpersonal skill and self-esteem skill of the salespeople. It is suggested to provide training based on the evaluation results.