(The Effects of Negotiation Skills of Salespeople on Perceived Sales Performance)

Abstract

Purpose – The purpose of this study is to reveal the effects of sales negotiation skills of salespeople on perceived sales performance. In this study, analysis skill, synthesis skill, communication skill, observation skill, persuasion skill, and problem-solving skill were considered as exogenous variables affecting perceived sales performance. Design/methodology/approach – The research data were collected from salespeople participating in an international home textile fair in Istanbul. The data were collected by face-to-face questionnaire method. The convenience sampling method was used in the study. The collected data were evaluated by structural equation modeling analysis using the Smart PLS package program. Findings – Reliability and validity analyzes of the scale questions were conducted before the analysis of structural equation modelling. After the reliability and validity conditions were provided, the research hypotheses and research model were examined by structural equation modelling analysis. As a result of the analysis, it was found that the synthesis skills, communication skills, persuasion skills and problem-solving skills of salespeople had a positive effect on perceived sales performance. Especially, persuasion and communication skills have a high impact on perceived sales performance. However, analysis skill did not have a significant effect on perceived sales performance of salespeople. Discussion – It is known that the skills of salespeople are important for the success of salespeople. As a result of this study, it is an expected result that the effect of communication and persuasion skills on perceived sales performance is high. However, unlike the literature, as a result of this study, the effect of analysis skill on perceived sales performance was not found to be significant, and the effect of observation skill on perceived sales performance was found to be significant but negative. The fact that the research was conducted on salespeople from different countries at an international fair may have led to this result. Since negotiation skills are skills that can be learned and developed, businesses should ensure that salespeople receive training to improve their negotiation skills.