The Influence of Sales Personnel on Purchase Decisions

Sales is a complex process. Sales success is influenced by several factors; the authors will focus on the influence of sales personnel. The diploma thesis consists of theoretical and research parts. Sales results can be influenced through various methods of motivation. Through the diploma thesis, they will learn about the factors that influence consumer decisions.

Problem

Sales is a complex process. Sales success is influenced by several factors; the authors will focus on the influence of sales personnel.

Solution and Method

The diploma thesis consists of theoretical and research parts. In the theoretical part, they will address the basic characteristics of sales personnel and highlight those that distinguish the most successful salespeople. They will briefly describe sales marketing and the fundamental functions of sales management.

They wish to familiarise themselves with the characteristics of professional salespeople. The market is saturated with suppliers, therefore it is necessary to seek and retain customers through various methods. Salespeople play a key role through their approach and communication.

For success in sales, it is necessary to have motivated and appropriately trained staff.

Results

Sales results can be influenced through various methods of motivation. Through the diploma thesis, they will learn about the factors that influence consumer decisions. Through the analysis of six salespeople, they will demonstrate how sales personnel in practice influence purchase decisions.

It is important that customers are satisfied, as only then will they return and contribute to acquiring new customers. Companies develop new strategies for selling products every day, and salespeople are those who are first in contact with customers and have accurate information about how the customer responds. When an organisation wishes to achieve better results, it must be one step ahead of the competition.

In their company, they strive for personal selling in order to achieve the set goals of the entire organisation. At the same time, they are aware that most customers inform themselves online beforehand, therefore it is necessary to have an online shop, which came particularly to the fore during the Covid-19 crisis in the past year. The aim of the diploma thesis is to present their opinion on the influence of sales personnel on purchase decisions.

By testing the stated hypotheses, they will determine whether the salesperson is the one who has a key role in the purchase. Certain personality traits of the salesperson can positively or negatively influence the customer's decision, therefore they will focus on the influence of the salesperson's characteristics. They are interested in whether excessive provision of information about the advantages and benefits of the product is disturbing for the consumer, or when is the most appropriate moment for providing this information.

Sales today is a science. Through the analysis of six salespeople, they will determine whether any of them is talented for sales. A talent in this field is characterised by the fact that there is no need for excessive knowledge of the product, yet they can still inspire and convince the customer to make a purchase.

At the end, they will provide a proposal to the company.