자문적 영업역량이 직무성과에 미치는 영향: 제약 및 의료기기 영업사원을 대상으로
The Effect of Consultative Selling Competency on Job Performance: Focusing on Pharmaceutical and Medical Device Salesperson
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As the medical industry develops and competition intensifies, the proportion of salespeople's competence in the profit-making activities of related companies is increasing. Recently, companies related to pharmaceuticals and medical devices are trying to establish strategies for ways to provide value to customers, away from traditional sales strategies. As a way to avoid providing biased and generalized information and to provide customers with the core values they want to convey, consultative selling competency can be considered. This study examines the relationship between pharmaceutical sales and medical device salespeople's consultative selling competency and job performance. Through this, the purpose is to provide the implication that effective competency development and training of salespeople is important for improving job performance. For the purpose of this study, job performance was divided into team roles, organizational roles, and job roles, and the effect of consultative selling competency on job performance was examined. The empirical analysis results of this study are as follows. First, customer selection activities and the introduction of customized customer needs had a statistically significant effect on job roles and team roles. Second, customer selection activities had a statistically significant effect on organizational roles. The implications of this study are as follows. The efforts of customer selection activities to find ways to increase sales for existing customers and to devise strategies to drive long-term purchases will improve the role of pharmaceutical and medical device sales personnel. In addition, it can be said that the ability to improve job performance is to increase customer satisfaction, recognize the need for continuous purchase, and devise strategies to drive purchase.
Abstract
As the medical industry develops and competition intensifies, the proportion of salespeople's competence in the profit-making activities of related companies is increasing. Recently, companies related to pharmaceuticals and medical devices are trying to establish strategies for ways to provide value to customers, away from traditional sales strategies. As a way to avoid providing biased and generalized information and to provide customers with the core values they want to convey, consultative selling competency can be considered. This study examines the relationship between pharmaceutical sales and medical device salespeople's consultative selling competency and job performance. Through this, the purpose is to provide the implication that effective competency development and training of salespeople is important for improving job performance. For the purpose of this study, job performance was divided into team roles, organizational roles, and job roles, and the effect of consultative selling competency on job performance was examined. The empirical analysis results of this study are as follows. First, customer selection activities and the introduction of customized customer needs had a statistically significant effect on job roles and team roles. Second, customer selection activities had a statistically significant effect on organizational roles. The implications of this study are as follows. The efforts of customer selection activities to find ways to increase sales for existing customers and to devise strategies to drive long-term purchases will improve the role of pharmaceutical and medical device sales personnel. In addition, it can be said that the ability to improve job performance is to increase customer satisfaction, recognize the need for continuous purchase, and devise strategies to drive purchase.
참고문헌 (24)
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