Sales Force Competence: Its Nature, Need, and Dimensions in Selling Contexts for Sustainable Economic Development

Abstract

This paper is a conversation on professional competence in sales job. It examines the nature of sales force competence, its need, and the dimensions required in business-to-business and consumer durable products marketing. The paper notes that to establish, build, and sustain long term exchange relationships in these industries, use-of-sales force is imperative. However, it is of the view that for the sales force to be effective and achieve optimal performance it must have some levels of competences in terms of knowledge, skills and readiness to exhibit appropriate behavior in sales job contexts. The paper also stresses that sales force competences are required in two dimensions – sales force communicative competence and sales force marketing competence. It argues that these professional competences are vital and economical in sustaining competitive advantage in the sale of industrial and consumer durable products.

Key Word:Behavior, communicative competence, knowledge, marketing competence, sales force competence, skill