Empirical Research on the Relationship Between Sales Skill and Individual Performance in BtTo B Sales

2019 Fiscal Year Final Research Report

• Project/Area Number: 17K04003
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Takushoku University
• Principal Investigator: KITANAKA Hideaki 拓殖大学, 商学部, 教授 (20297089)
• Project Period (FY): 2017-04-01 – 2020-03-31
• Keywords: 営業管理 / 法人営業 / 個人資質 / 営業スキル

Outline of Final Research Achievements

In this research, we conducted an analysis aimed at elucidating scientifically the relationship between sales skills and individual performance by using evidence-based approach and machine learning approach.
A questionnaire survey was conducted targeting sales personnel engaged in corporate sales, and factor analysis and cluster analysis were performed using the collected data. In addition, we conducted a questionnaire about the Big Five personality diagnosis and compared the sales persons engaged in corporate sales activities with other occupations. Finally, using the result of cluster analysis, we constructed a network structure by Bayesian network, and elucidated the structure of individual sales skill of sales staff.

Free Research Field

営業管理

Academic Significance and Societal Importance of the Research Achievements

アカデミズムによる研究があまり進んでいなかった営業分野について科学的な解明が進み、営業活動に対する知見と理解が深まることの意義は大きい。その結果、労働環境の改善、労働生産性の向上、人的資源の有効活用につながることが期待できる。営業スキルと個人業績の関係が明らかすることで、営業活動の客観的な評価指標の開発に発展する可能性がある。それらは、企業における研修プログラムやセミナーのプログラム開発の際に有効な指針として用いることがことが期待できる。