Impact Study Of The Factors, Based On The Outdated Perception Of Sales Force Sales Performance

The research of sales performance influencing factors has always been a very important topic in the area of sales. Many scholars have discussed a lot of factors impacting sales performance, from individual factors, organizational factors to environmental factors. With the development of economy, progress of technology, and change of business,the factors affecting sales performance are also changing, and we still need to constantly monitor sales performance influencing factors. In most enterprises, the sales staff is not only the representatives of corporate image, but also most important is to create revenue and produce cost. Thus, successful sales force management in determining the success of the business is extremely important. However, in the face of the change of external environment and a number of major internal company change, the enterprise sales force are showing a different state: some salespersons can keep pace with the times, and always update their knowledge, skill and so on, to maintain or ever improve their sales performance; and some sales can ignore change and maintain stagnation, so they will be incompatible with the environment, that is to say, they are obsolescence, or out of date, further affecting performance. Why facing the same environmental changes there are different reactions for sales persons? What factors can impact the difference of response? How does salesperson perceive obsolescence? How perceived obsolescence of sales force can impact sales performance?On the basis of the relevant research literature in the past, this paper focuses on the perceived obsolescence of salesperson, and discusses the influence relationship between salespersons'goal orientation, including learning orientation, performance orientation and avoiding orientation, and perceived obsolescence; the relationship between management control, including behavior control and outcome control, and perceived obsolescence; the relationship between goal orientation, management control and sales behavior performance; the influence of perceived obsolescence to sales behavior performance. Further more we will discuss the mediating effect of perceived obsolescence of sales force. This paper adopts empirical research. Through the survey to salesperson and using SPSS and LISREL to analyze data, we will test the hypothesis proposed in this paper. The results show that perceived obsolescence can significant impact sales behavior performance; goal orientation and management control can influence perceived obsolescence and sales behavior performance. Our study also finds that there is mediating effect in the relationship between goal orientation and management control and sales behavior performance, and perceived obsolescence plays a role of mediator. Finally, based on our empirical research findings, we put forward some management proposals, and point out the direction for further research.