Impact of Salesperson Customer Orientation on Sales Performance

Abstract

In the modern era, due to globalization the global market has become difficult to capture. In this competitive environment, where large numbers of companies are doing their businesses, an organization need to make strategy that is best suited not only for customers, but also for their own employees to retain them. As business environment is changing rapidly in terms of technological advancement, competition among the firms and consumer purchasing pattern, salespeople need to align themselves according to these changing environment. In any organization, a sales person plays a key role in generating organization’s revenue. As sales persons are not only the source of revenue, but also helps firms to have a deeper understanding of market intelligence, competitive skills, and real standing of company’s position in particular industry. The previous studies have found which reflect customer oriented selling is positively related to salesperson performance. However, the role of organizational culture has not been established as a moderator on the relationship of emotion regulation, salesmanship skills and salesperson performance in the services industry. This study focused on mediating effect of emotion regulation and salesmanship skills on the relationship of customer oriented selling and salespersons performance. The finding of this study suggests that salesmanship skills and emotion regulation are consequences of salespersons’ customer oriented selling and these variables elaborate the mediating mechanism by which customer oriented selling influences salespersons performance. Furthermore, this study was conducted by using sample in Pakistan’s context. Thereby, increase the understanding of sales force at individual level in the context of Pakistan. Pakistan as a developing economy and with the launch of CPEC project is presenting a huge potential for business opportunities globally. Customer is always a prime concern for a firm and its sales force play a fundamental role in executing the business strategies directed towards firm’s customers. If a firm has to expand its business and sales volume then it has to increase its customer base by understanding their interests and then delivering the desired product/service demanded to them. This requires an effective sales force having customer orientation rather than selling orientation.