Personal sales success factors in a wealthy market environment

Authors

  • Michael Stros University of Applied Sciences and Arts of Southern Switzerland (SUPSI)
  • David ?íha Prague University of Economics
  • Elena ?íhová Skoda Auto University
  • Lynn L.K. Lim University of Applied Sciences and Arts Northwestern Switzerland

DOI:

https://doi.org/10.15549/jeecar.v6i1.270

Keywords:

Personal Sales, Sales Factors, Sales Techniques, Sales Strategies, Market Environment

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.

Author Biographies

Michael Stros, University of Applied Sciences and Arts of Southern Switzerland (SUPSI)

Michael is head of the marketing group and teaches University of Applied Sciences and Arts of Southern Switzerland (SUPSI), Fernfachhochschule Schweiz, Brig, Switzerland. His main research interests focus on Pharmaceutical Marketing and Personal Sales. Besides of his academic activities, Michael is a Marketing Consultant and Sales Trainer. In his previous professional activities, Michael was engaged as a Product and Sales Manager for International Biotech Companies.

David ?íha, Prague University of Economics

David is an Assistant Professor at the Department of Marketing of the Faculty of Business Administration at the University of Economics, Prague and from 2013 also at the University of Applied Sciences Upper Austria School of Management / Steyr. Education at the University of Economics, College of Business and Management Faculty of Escuela Superior de Marketing y Administración Barcelona supported within the study internships in Finland, Mexico, Austria and the UK. Practical experience in sales and marketing gained on managerial positions in national and international companies and through consulting activities.

Elena ?íhová, Skoda Auto University

Elena is an assistant of professor at Skoda Auto University. She received the Ph.D. degree from the University of Economics in Prague, Czech Republic, in 2016. She is currently with the Czech Technical University and Skoda Auto University. Her main research is focused on Fuzzy Clustering and Factor Analysis. Her research interests also include others multivariate statistical methods

Lynn L.K. Lim, University of Applied Sciences and Arts Northwestern Switzerland

Lynn Lim is a Professor of Global Consumer Research and the Programme Head for Master of Science (MSc) in International Management at the School of Business, University of Applied Sciences and Arts Northwestern Switzerland (FHNW).

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Published

2019-03-31

How to Cite

Stros, M., ?íha, D., ?íhová, E., & Lim, L. L. (2019). Personal sales success factors in a wealthy market environment. Journal of Eastern European and Central Asian Research (JEECAR), 6(1), 24–39. https://doi.org/10.15549/jeecar.v6i1.270

Issue

Vol. 6 No. 1 (2019): Journal of Eastern European and Central Asian Research

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