Influence of External and Internal Factors on the Salesperson Individual Performance – a Case of Relax Tourism Company

Abstract

Relax Turizem is one of seven subsidiaries of the Relax business group. The company developed a system of their own business units where touristic services are sold at the place of purchase. The company’s sales network consists of 20 places of purchase with 30 salespersons. The decision to develop their own sales network was based on the presumption that the number and the quality of sales in their own sales units would be higher due to better qualified sellers. According to that, the research subject was the performance of salespersons at the place of purchase, whereas the performance was defined by the criterion of the average realization of the daily turnover. The purpose of the research was to identify the deciding characteristics of the effective salesperson that will be the basis for developing a training program for promoting more efficient sales at the place of purchase. Considering the assumption that salespersons’ performance is influenced by different elements, the goal of the research was to establish the influence level of individual elements or element sets on sales performance. The results of the research that was conducted in all units of the Relax Turizem company showed a strong level of correlation between sales performance and three elements in particular: monitoring the communication with potential buyers, salesperson’s verbal communication at the time of buyer’s entrance and monitoring of personal plan realization.