Satış Elemanlarının Satış Müzakere Becerilerinin Algılanan Satış Performansı Üzerindeki Etkileri

Amaç – Bu çalışmanın amacı, satış elemanlarının satış müzakere becerilerinin algılanan satış performansı üzerindeki etkilerini ortaya koymaktır. Bu çalışmada analiz becerisi, sentez becerisi, iletişim becerisi, gözlem becerisi, ikna becerisi ve problem çözme becerisi algılanan satış performansını etkileyen dışsal değişkenler olarak ele alınmıştır. Yöntem – Araştırma verileri, İstanbul’da uluslararası bir ev tekstili fuarına katılan satış elemanlarından toplanmıştır. Veriler, yüz yüze anket yöntemiyle toplanmıştır. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Toplanan veriler, Smart PLS paket programı kullanılarak yapısal eşitlik modellemesi analiziyle değerlendirilmiştir. Bulgular – Yapısal eşitlik modellemesi analizi öncesinde ölçek sorularının güvenilirlik ve geçerlilik analizleri yapılmıştır. Güvenilirlik ve geçerlilik şartları sağlandıktan sonra araştırma hipotezleri ve araştırma modeli yapısal eşitlik modellemesi analiziyle incelenmiştir. Analiz sonucunda satış elemanlarının sentez becerisi, iletişim becerisi, ikna becerisi ve problem çözme becerisinin algılanan satış performansı üzerinde pozitif etkiye sahip olduğu bulunmuştur. Özellikle ikna becerisi ve iletişim becerisinin algılanan satış performansı üzerindeki etkisi oldukça yüksektir. Ancak analiz becerisinin satış elemanlarının algıladıkları satış performansı üzerinde anlamlı bir etkisi bulunmamıştır. Tartışma – Satış elemanlarının başarısında, satış elemanlarının sahip olduğu becerilerin önemli olduğu bilinmektedir. Bu çalışma sonucunda, iletişim ve ikna becerisinin algılanan satış performansı üzerindeki etkisinin yüksek çıkması beklenen bir sonuçtur. Ancak literatürden farklı olarak bu çalışma sonucunda, analiz becerisinin algılanan satış performansı üzerinde anlamlı etkisi bulunmamış, gözlem becerisinin algılanan satış performansı üzerindeki etkisi ise anlamlı ancak negatif bulunmuştur. Araştırmanın uluslararası bir fuarda farklı ülkelerden gelen satış elemanları üzerinde yapılmış olması bu sonucun ortaya çıkmasına neden olmuş olabilir. Müzakere becerileri öğrenilebilen ve geliştirilebilen beceriler olduklarından, işletmeler satış elemanlarının müzakere becerilerini geliştirici eğitimler almalarını sağlamalıdırlar.

The Effects of Negotiation Skills of Salespeople on Perceived Sales Performance

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.

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