THE EFFECT OF SALES SKILLS ON SELLING PERFORMANCE: THE CASE OF ETHIO-TELECOM, HAWASSA DISTRICT

Abstract

This study is conducted with an objective of identifying effect of sales skills on selling performance in Ethio telecom Hawassa district. Technical, interpersonal, marketing and salesmanship skills were used as dimension of sales skills. This study is conducted by using both descriptive and explanatory research designs. The purposive sampling technique was used. The total target population of the study was 801 and from the total target population 267 employees of the company were purposively selected and participated in the study by providing their responses about their sales skills and sales performance through questionnaire. Yamane (1967:886) sampling size technique was employed. The data collected with questionnaire was analysed by using both descriptive and explanatory analysis methods. Frequencies, percentiles, mean and standard deviation were used as descriptive methods. Correlation and multivariate linear regression methods were used to answer research questions. The finding of the study identified that selling skills have significant effect on sales performance. The major findings are; Among the dimensions of selling skills used in the study, marketing skill has no statistically significant effect on selling performance. But technical, interpersonal and salesmanship skills have positive significant effect on selling performance of the company. The most important and significant selling skill that affect selling performance is salesmanship skills with the highest mean value of 4.0 Based on this finding it is recommended to increase technical, interpersonal and salesmanship skills to increase selling performance