Impact of salespeople'selling skills on customer purchase decision: A case of company KTP
Abstract
The purpose of this study is to investigate the impact of salespeople’s selling skills on customer purchase decisions at company KTP. The study approach is quantitative, designed to use the survey as research method and convenience sampling technique was used in gathering the data. Questionnaires were used as research tool and delivered to current KTP’s customers with a sample size of 100 respondents. Then the data were analyzed and summarized by using SPSS. Descriptive analysis was used to identify components, dimensions of selling skills that have major impact
on customer purchase decisions at company KTP, and evaluate the selling skills of KTP’s salespeople. The first result of this study demonstrated that the components and dimensions of selling skills such as negotiation, listening, communication, empathic skills and product knowledge and salesmanship skills have major influence on KTP’s customer purchase decisions. Then, the the second results indicate that selling skills of current KTP salespeople are just over the medium level and have not reached to higher level yet. Furthermore, the researcher suggested solutions for manager that can improve the salespeople’s selling skills. The first solution is offering advanced training for current salespeople, improve thier weak selling skills and remain the strong ones. The second solution is recruiting new salespeople, focusing on selecting the canditates that possess potential selling skills’s dimensions and components which have major impact on customer purchase decisions . These strategy shoud be developed continously.
Keywords : customer purchase decisions, selling skills, salespeople, Company KTP, KTP, selling skills’s components, selling skills’s dimensions.