THE IMPACT OF SALES SKILLS ON PERSONAL SELLING PERFORMANCE: THE CASE OF PESTICIDE IMPORTERS AND DISTRIBUTORS (B2B) SALES AGRONOMISTS,

Abstract

This study is conducted with a purpose of identifying effect of personal selling skills on sales performance of salesperson in agrochemical importer and distributors. Technical, interpersonal, marketing and salesmanship skills were used as dimensions of sales skills in agrochemical importers and distributors. Both descriptive and inferential statistics were used to analyze the data. Census method (Purposive sampling) was used to conclude the final sample size. Data was collected from all active population of the study, 43 supervisors working for agrochemical importer and distributors found in Ethiopia based in Addis Ababa. All the dimensions of sales skills used in the study had statistically significant effect on sales performance of the sales persons. All the variables, technical, marketing, interpersonal and salesmanship skills have positive significant effect on sales performance of the salesperson in the company. Based on the finding it is recommended to increase technical, interpersonal marketing and salesmanship skills to increase sales performance.