Does Salesperson Perception of the Importance of Sales Skills Improve Sales Performance, Customer Orientation, Job Satisfaction, And

Organizational Commitment, And Reduce Turnover?
Charles E. Pettijohn, Linda S. Pettijohn. And A.J. Talyor Summarised by : Vijith Pujari

Purpose of Reading : This Research was designed to determine whether salesperson perceptions
regarding the importance of specific sales skills and behaviours relate positively to sales performance, customer orientation, job satisfaction, organizational commintments and lower levels of turnover intentions.

Theoretical Argument :

A] Hypotheses H1. Salesperson perceptions of the importance of the use of sales skills and behaviours will be positively related to salesperson performance. H2. Salesperson perceptions of the importance of the use of sales skills and behaviours will be postively related to the practice of customer-oriented selling. H3. Salesperson perceptions of the importance of the use of sales skills and behaviours will be positively related to salesperson job satisfaction. H4. Salesperson perceptions of the importance of the use of sales skills and behaviours will be positively related to salesperson levels organizational commitment. H5. Salesperson perceptions of the importance of the use of sales skills and behaviours will be negatively related to salesperson intentions to leave the organization B] Method The first step in the researh project required the development of a data collection instrument. Other research has attempted to identify sales skills by comparing the activities of consumer and industrial salespeople. This research identified some difference between the two groups, another set of skills was suggested by weilbaker (1990).The most important of these skills include adaptability, ability to learn, communication skill, comprehension and interrogation.The use of specfic skills was measured by asking salespeople to identify the relative importance of the application of these skills and behaviours in their sales activities.Importance was assesed by using a seven-point likert type scale.[7= important and 1=not important]

The second component of the survey included an evaluation of the respondents degree of customer orientation.Thomas, soutar, and ryan (2001) developed a condensed and more reliable version of the original SOCO scale to measure both the salesperson's customer and selling orientation levels.Their condensed scale used five items to assess customer orientation and five items to assess selling orientation , but two items from selling portion was eliminated because it seemed redundant. The third portion of the survey involved the measurement of salesperson performance.Performance was assessed using the seven item scale developed by sujan, weitz and kumar (1994). Five of the items used in this scale were developed by behrman and perrault (1982) and these items focus on sales objectives.This was also measured on a seven-point scale. [7 = important and 1= not important] Job satisfaction , organizational commitment and intent – to – leave measures constituted the fourth portion of the survey. Job satisfaction was assessed using a modified version of the 15-item scale developed by Wood, Chonko, and hunt (1986). Nine items were used to reduce duplicative nature of the questions in the research. Organizationl commitment was measured using the 15-item scale developed by mowdy, porter, and steers (1982). The final Portion of the survey involved the identification of the salesperson's demographic factors included age, gender, education , type of sales job , and experience in their current jobs.The next step in the research was to develop a sample, it was felt that sample homogeneity was a desirable trait.Based on this proposition the sample was identified to include retail salespeople.15 businesses were identified that engaged in the sale of shopping goods. Nine of these businessess agreed to participate and they offered each of their salespeople as potential respondents.These firms employed a total of 210 salespeople and provided access to these individuals via a drop-off method of questionnaire distribution.A total of 148 response were returned of these 141 were deemed to provide usable responses for a response rate of 67%.Because sales skills section of the survey had not been used extensively, factor analysis was undertaken to determine if seperate dimensions were assessed by the skills section of the survey.Based on the discovery of twoalternative sets of sales skills, the five hypotheses were divided into two segments.The first segment was sales skill and the second skill was related to sales behaviour factor.

Conclusion

A] Managerial Implications B] Limitations and Directions for Further Research

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