Emotional intelligence, adaptive selling, improvisation and sales performance. A study on salespeople in ho chi minh city

Abstract

Today, the market is extremely competitive, many international retail groups have entered the market, providing greater choices for consumers whilst creating intense competitive challenges. A key challenge facing firms is to determine how to deploy highly effective salesforce in order to perform in this complex environment. In this dissertation, the study examines the mutual impact of emotional intelligence on adaptive selling and improvisation, and subsequently exploring its effect on sales performance in Vietnam. A combination of mail and in person survey was used to collect the data. A pilot test was conducted prior to final survey administration. The results of the data illustrated strong support for the conceptual model. This study contribute to sales management literature by understanding emotional intelligence-sales performance relationship. Consequently, these findings indicate several managerial implications for recruitment, training, work practices, and policies at the workplace.