INTRODUCTION

Churchil et al. (2000) stated that certain human qualities and characteristics make some sales

people highly successful. Attributes such as physical characteristics and other personal factors have been

examined as contributing to excellent performance. Snyder et al. (2001:576) proposed that the “combined

cognitive processes of resourcefulness in goal attainment and motivation” hold answers as to why some

salespeople excel when others do not. The combined cognitive processes of resourcefulness in goal

attainment and motivation, otherwise known as hope, are believed to hold answers as to why some

salespeople excel when others do not. Snyder et al. (1991) proposed that the ability to accomplish goals

hinges on the level of motivation as well as a person’s ability and resourcefulness to overcome obstacles

that may impede goal attainment.

Today, business is conducted in a dynamic environment where everything is changing and

changing fast. A successful business is one which not only recognizes this fact and prepares to face the

challenges posed by the change but influences the speed and direction of the change to make the

conditions more conducive for its survival and growth. Churchill (2003), stated that the highly dynamic

and competitive environment of the 21st century demands a more responsive, flexible approach to sales

management. Sales are becoming less hierarchical with fewer layers of management while more

responsibility is being given to the sales person.

 Many firms face markets that demand high level of service. Firms that sell capital equipment, for

instance, must provide their customers with installation and maintenance service; fashion manufacturers

must provide rapid order processing and delivery; and firms that sell electronic components must offer

special product design and engineering services. These services must be integrated with the rest of the

firm’s marketing and selling activities for the company to compete effectively (Churchill, 2003).

The sales department of a company is responsible for the selling of products and its accompanying

activities such as pricing, promotion, maintenance of customer satisfaction and related activities. If the

performance of the sales department is not tantamount to the expectation of customers, sales volume

would decline. This reduction of sales would inevitably threaten the overall livelihood of the firm (Darsie,

2003).

The sales (selling) concept holds that customers, if left alone, will not ordinarily buy enough of the

organizations products. The organization must therefore undertake an aggressive selling and 4 promotion

effort. This is to mean that under normal circumstance customers show inertia or resistance unless they

are pushed to buy. So the company must use effective selling and promotion tools to stimulate more

buying thereby increasing sales volume (Kotler, 2001).

The ultimate goal of any business establishment is to remain in business profitably through

production and sale of products or services. Without optimal profit, a business firm cannot survive, let

alone achieve a sustainable growth. One of the core activities in a business company is the marketing and

sales activity. The ultimate success or failure of a company depends on its ability to sell what it produces

and continues the production-sales cycle for relatively a longer period of time (Getinet, 2007).