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Essay About Personal Selling

1542 Words7 Pages

CHAPTER #1
INTRODUCTION
1.1 Background of the Study The rapid growth and advances in computerized technologies in the last decade have significantly changed the everyday life of the modern sales representative. Sales managers have experienced increased expenditures and competition in recent years, and try to find ways to counter this evolution.
Personal selling is the best way of communication and allows the sales people to develop the marketing message according to the specific needs of the customer. (ISTEA model 1978) highlights the selling process in a way to collect data about the customer and then develop strategy and implement it on specific customer. So the sales people have opportunity to develop their presentation specifically designed for each customer).(Rosan.L et al ). So it is very necessary for the salesman to have complete and current information about the customer. Many studies focus on the adoption of technology by the sales …show more content…

Still there is a gap of IT infusion in sales performance sector. The study is unique. The purpose of this study is to investigate understand how information technology helps sales reps to better perform and to find the effects of sales skills on sales performance.
1.3 Theoretical Gap
According to Schillewaert and Ahearne (2001) conducted study on the IT infusion and sales performance and used sales skills as mediator in the study. Also suggested that this sales skill can also be used as moderator in the future studies. So this study will add sales skills as moderator between the IT infusion and sales performance.
1.4 Methodological Gap
Although the instruments of the IT infusion and sales skills and sales performance are validated in the USA western perspective by Schillewaert and Ahearne (2001) so this instrument need to be validated in the eastern perspective so this study will validate this instrument in the Pakistani

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