Poor salesperson performance in the stores channel: A case of brand AAA in ABC limited company

Abstract

This thesis explores the issue of poor salesperson performance within the stores channel of ABC Limited Company, specifically focusing on Brand AAA. The study aims to identify the factors contributing to underperformance and their impact on overall sales and brand perception. Through a mixed-methods approach, incorporating both quantitative sales data analysis and qualitative insights from interviews with sales personnel and management, the research investigates key performance indicators, training adequacy, motivation levels, and the effectiveness of sales strategies. The findings suggest that inadequate training, low motivation, and ineffective sales techniques are the primary factors leading to suboptimal salesperson performance. Additionally, the study examines the broader implications of these issues on customer satisfaction and brand loyalty. By providing actionable recommendations, this research seeks to assist ABC Limited Company in enhancing salesperson performance, improving customer engagement, and ultimately driving higher sales for Brand AAA. The study contributes to the existing body of knowledge by offering a detailed case analysis, which could be useful for similar retail contexts facing challenges in sales force effectiveness.