Abstract
This study aimed to determine the success factors in personal sales in a wealthy market environment. For this purpose, a quasi-experimental design was formulated and the Swiss automotive market was selected. This market has some peculiarities in comparison to other markets, such as generally wealthy customers who demand fuel-efficient cars with significant horse power in the higher price range. Videos of personal sales conversations were produced and shown to the study participants for evaluation. The sales took place in the automotive sector, but the results can be transferred to other sectors. The theoretical concept of personal sales is introduced, sales theories, techniques and strategies are discussed. The different types of communication are introduced and explained. As a result, a factor analysis is conducted in order to interpret the results. The paper provides then conclusions by discussing and construing the results. Theoretical and managerial contributions and possible limitations are derived.
Highlights
An unpredictable market environment, increasing competitive pressure, and everincreasing demands on the satisfaction of customer requirements can be identified as challenges for sales
12 variables were excluded from the factor analysis
Bartlett’s test is used to test the null hypothesis: the correlation matrix is an identity, while the counted significance level is less than 0.05. The latter test proved significant and factor analysis is appropriate for the studied data sets
Summary
An unpredictable market environment, increasing competitive pressure, and everincreasing demands on the satisfaction of customer requirements can be identified as challenges for sales. Salespeople are an important pillar in sales success. Their knowledge about their market, products, and consumers have a major impact on the sales process. According to Pufahl (2015), along with their knowledge, their attitude, ability, and empathy during the personal sales conversation can be among the most relevant factors for sales success. Personal interaction will influence the customer’s purchase decision. Based on Homburg et al (2012), the aim of the study is to determine the relevant factors with a positive impact on consumers during the sales conversation, leading to a sales decision.
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