FACTORS INFLUENCING SALESPERSON PERFORMANCE OF REAL ESTATE COMPANIES IN ADDIS ABABA

Abstract

This study aimed to investigate factors affecting sales performance of selected real estate companies in Addis Ababa. A quantitative research approach along with explanatory research design was applied. The salesperson and marketing staff of real estate companies were targeted as a study population. A sample of 309 respondents were selected from the sampling frame through convenience non-probability sampling technique, of which a total of 282 valid and responses were collected through self-administered questionnaire. Descriptive and inferential analysis were used to investigate the relationship of sale sales performance with the emotional intelligence, intellectual intelligence, spiritual intelligence, and individual personality factors. The analyses were carried out by adopting SPSS 21.0 application software. The results of the findings revealed that emotional intelligence, intellectual intelligence, spiritual intelligence, and individual personality factors have a positive and statistically significant effect on sales performance. Individual personality traits had relatively the strongest contribution followed by emotional and intellectual intelligence abilities of the salespersons. However, spiritual intelligence was found to be the least contributor to sales performance. It can be concluded that emotional and cognitive knowledge with adaptive sales personality would have the opportunity to enhance the performance of sales staff in real estate companies in Addis Ababa. Therefore, management of real estate companies are advised to take proactive measures in regards to developing and motivating their sales workforce by providing relevant training and motivational scheme accordingly.