This study focuses on how a salesperson's ethical and unethical sales behaviour can build or deplete both customer trust in the salesperson and in Business, which in turn influences customer loyalty towards store profitability. The main findings of this study show that the salesperson's ethical sales behaviour does play a crucial role in winning customer loyalty through customer trust. Moreover, there exists a reciprocal relationship between customer trust in the salesperson and customer trust towards store profitability, with the latter having a stronger impact on the former than the other way around. Finally, customer trust in the store exerts more influence on customer loyalty than does customer trust in the salesperson, which has implications for store profitability.
Key words: Sales Person, Customer Loyalty, Store Profitability
THE SIGNIFICANCE OF THE SALES FUNCTION
The sales function in profit-oriented organizations provides one of the largest opportunities for employment in the economy. The sales function, thus, is of great significance to both the national economy, and the millions of individuals who depend upon their performance as sales persons to earn their living. Further, effective sales programs are as essential to the success of individual profit-oriented organizations as they are to the economy and the individuals engaged in selling. The importance of the sales effort to both the general economy and to profit-oriented enterprises is well accepted. Further, it is obvious that the ability to conduct successful selling activities determines, to a great extent, the career success of individuals engaging in sales as a vocation. Nevertheless, a general knowledge of the elements which are essential for a successful sales call is not widely possessed by either sales persons or sales managers. The other characteristic imposes are: 1. They are persistent. Selling or running a business for a living requires a tremendous amount of persistence. Obstacles loom in front of us on a regular basis. But it’s what you do when faced with these barriers that will determine your level of success. I believe it was Brian Tracy who once said that a person will face the most challenging obstacle just before they achieve their goal. The most successful people in any industry have learned to face the obstacles that get in their way. They look for new solutions. They are tenacious. They refuse to give up. 2. Successful sales people are avid goal setters. They know what they want to accomplish and they plan their approach. They make sure their goals are specific, motivational, achievable yet challenging, relevant to their personal situation, and time-framed. They visualize their target, determine how they will achieve their goal, and take action on a daily basis. 3. Great sales people ask quality questions. The best sales people ask their clients and prospect plenty of quality questions to fully determine their situation and buying needs. They know that the most effective way to present their product or service is to uncover their customer's goals, objectives, concerns and hesitations. This allows them to effectively discuss the features and benefits of their product and service that most relate to each customer. [pic]
Salesperson’s emotional intelligence
Despite such contributions of emotional intelligence to an organization, there has been little research relating to the effects of emotional intelligence on service organization. Service organizations are settings that require interpersonal interaction. For salespersons frequently interacting with customers, in particular, emotional intelligence is an important emotional ability that can affect how to serve customers in a selling situation; however, there is insufficient research relating to this statement. The salespersons' job is to interact with customers in a...