Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/305100 
Title (translated): 
Farmers' Perspectives on the Types of Sales Personnel in the Agricultural Input
Year of Publication: 
2020
Citation: 
[Journal:] German Journal of Agricultural Economics (GJAE) [ISSN:] 2191-4028 [Volume:] 69 [Issue:] 3 [Year:] 2020 [Pages:] 200-218
Publisher: 
Deutscher Fachverlag, Frankfurt a. M.
Abstract (Translated): 
Personal selling has become even more important as companies are moving towards service- und solution oriented businesses with a strong customer focus. Today, the performance measurement of sales perosnnel goes far beyond quantitative performance indicators und increasingly focuses personal characteristics und competencies of salespersons. While personal sales have already been scientifically investigated in many economic sectors, agricultural economic research is lacking in systematic analysis of behavioural patterns und competencies of salespersons. A survey of 238 agricultural entrepreneurs investigates how they perceive the sales force of the agricultural input industry und how they evaluate their competencies. The results show that three types of salespersons could be identified on the basis of the professional und social competence as well as the sales-oriented personality. 43 % of the evaluated sales representatives of this study can be described as "sales talents" with good characteristics of the three success factors. 30 % of sales representatives can be distinguished by their high level of professional competence, while 27 % of sales representatives show weaknesses in all three success factors. Overall, it can be seen that professional competence varies more between the identified salesperson types than social competence und personality.
Persistent Identifier of the first edition: 
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.