The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia
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DEVELOPING THE SELLING RELATIIONSHIP QUALITY TO IMPROVE THE PERFORMANCE OF SALESPERSON IN PHARMACEUTICAL
INDUSTRY IN THE DAERAH ISTIMEWA YOGYAKARTA
Ida Bagus Nyoman Udayana
1
1
Doctoral program in economics Diponegoro University Ibn.udayanayahoo.co.id
ABSTRACT
The success of a sales force can be determined by many factors. One is the ability of salespeople to developing the selling relationships quality in activities sales. In addition, factors that affect the performance of sales, among others:
the salespersons ability to listen to customer complaints properly, the ability to expand the network, interpersonal skills, a broad relationship. Objectives of the research are salespeople for pharmaceutical products in the area of Yogyakarta.
The number of samples in this study were 250 salespeople, the sampling technique using random selection. The unit of analysis is the individual who perform the task of selling to the buyer either pharmacy or through physician-practice.
Mechanical analysis using structural equation models, according to the model of research. Research results show that the adaptive selling significant positive effect on the performance of the sales force through the quality of the sales
relationship. Customer orientation and learning orientation significant positive effect on the quality of customer relationships. Research should be re-tested by adding indicators of each variable, so that the test data can be carried out
more accurately. No significant correlation between adaptive selling quality sales relationships, sales salesperson performance adaptive with the research results can be forwarded to the research that it will come.
Keywords: Adaptive sales, customer orientation, quality sales relationships, learning orientation, salesperson
performance
1. INTRODUCTION
The performance of the sales force can be determined by many factors, one of which is the ability of the sales
force to adapt to the environment or adaptive selling Abed and Haghighi, 2009; Ramendra Singh and Das,
2011; Chirani and Matak, 2012; Miao and Evans, 2012. In addition, the successful performance of the
sales force can also be determined by its ability to listen
to customers
wholeheartedly, extensive
relationships, interpersonal skills,
and intrinsic motivation sales force itself M. Basir and Ahmad,
2010; Drollinger and Comer, 2012; Raj Agnihotri, 2012 ; Sergio Roman and Iacobocci, 2009.
However, the results of several studies suggest that there is inconsistency of the results of research
research gap between adaptive sales performance sales force. Most of the results of these studies indicate
that adaptive selling effect on sales performance Abed and Haghighi, 2009; Artur and Cravens, 2002; Johlke,
2006, and some states that sales adaptive significant positive effect on the performance of the sales force
Boorom et al ,, 1998; Keillor and Parker, 2000; Kidwell et al ,, 2007; Ramendra Singh and Das, 2013.
The problems of research is how to solve the contradiction between the results of the study with
adaptive sales performance sales force, so that the energy performance can be increased. If sales increase,
the companys performance also increased. This greatly helps the survival of the company.
This research is expected to be used by the sales force to increase sales performance. Salespeople who
disciplined stints potential sales to be able to meet the target set by the company. In addition, sales managers
can use the results of this study in relation to improved the management of the more successful salespeople.
This study aims to address the inconsistencies the research results between adaptive selling and
salesperson performance to fill the variable selling relationship quality as an intervening variable.
2. LITERATURE REVIEW
2.1 Adaptive selling The success of a salesperson can be determined by
many factors. One of them is the ability of the sales force to adapt to the customer Abed and Haghighi,
2009. The ability to adapt can be done through
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia
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flexible behavior in serving customers, have a variety of approaches to perform the tasks sale, a good
understanding of product knowledge , and always able to overcome the problems faced by customers Kim,
2010. Ability to communicate largely determines the success of a salesperson. A salesperson who can
sincerely serve customers, can maintain good relations with customers undoubtedly satisfied customers, which
it is an indicator of the success of a salesperson performance Kataria et al ,, 2013; Park et al ,, 2014;
Zielinski, 2013 . The salespersons ability to know the motive of purchase is something that is very important
to the success of a salesperson. The salespersons ability to know the motive of
purchase is something that is very important to the success of a salesperson. This can be done by trying to
sell to new customers. In addition to getting new customers is a challenge that must be faced by a
salesperson. Salespeople need to be creative in finding new ways to be able to overcome the challenges and
smart working so that sales can be achieved and was very pleased when the sales transaction Abed and
Haghighi, 2009; Sergio Roman and Iacobuccl, 2010.
2.2 Selling Relationships Quality. Quality relationships can generate sales, while the
dimensions of the quality of the relationship between the sale of another system quality, information quality,
and quality of interaction design Alhendawi and Baharudin, 2014. The quality of the sales relationship
is the ability of salespeople to get hold of number of expected sales. Trust is the dominant factor influence
the quality of the sales relationship. Customers who feel the attention of salespeople, is a hallmark of
customer confidence to the sales force. Customers are satisfied with the services provided by a salesperson,
will tend to continue to do business in a relatively long time Choi and Kim, 2013; Drolliner and Comer,
2013. Salespeople who can listen to good customer
complaints, not just a good listener, but can understand and overcome what the customer complaint is that
subtantion. Salespeople who can quickly respond to customers ideas, customers feel very valued and
satisfied. The salesperson should be able to make gestures that can convince the customer for example
with a nod. The impact of all the customer makes a purchase Lüthje, 2011; Talib et al ,, 2011.
2.3 Adaptive selling and selling relationship quality Salespeople who can master the technical knowledge
of the products sold, can make good sales planning, sales can boost the quality of the relationship with the
customer. Because salespeople who can explain well about the design and specification and functionality of
the product or service, can satisfy the customer. Against the satisfied customers tend to make
purchasing decisions. What else coupled with good sales planning capabilities such as planning Selles call,
and turnover planning strategy, it helps salespeople to help strengthen the links with customers Artur and
Cravens, 2002; Moberg and Leasher, 2011. The ability to hear a salesperson will be able to give
birth to confidence and improve the quality of customer relationships, which in turn can increase
sales. Because a salesperson who is able to listen well to customers on all complaints and can provide a
solution to the problem, customers can improve their business relationships, and recommend to friends that
if the potential to become new customers. Customers who feel satisfied with the service that is given by
salespeople, in the end the customer feel comfortable and safe in partnering, as a peacock feels good to get
the attention of salespeople Drolliner and Comer, 2013.
Based on the description above hypothesis is proposed:
H1: increasing the sales forces ability to adapt to the increasing quality of the sales relationship.
2.4 Adaptive selling and salesperson performance
