Impact of Customer Orientation and Sales Orientation on Sales' Performance in International Market of Bilehsavar County

Objective: This paper aimed at studying the impact of customer orientation and sales orientation on personal sales performance in international market of Bilehsavar County. Research methodology: Statistical population of this survey included all sellers of Bilehsavar market. Sample volume was equal to two-hundred persons through census and correlation method and SPSS software were used to estimate the impact of customer orientation, sales orientation and selling skills on sales performance. Questionnaire was measurement tool and experts' views were used to measure its validity. Cronbach alpha coefficient was equal to 0.83 which illustrated high reliability of the questionnaire. Findings: Findings revealed that dimensions of customer orientation, sales orientation and selling skills have a significant relationship with performance. Also there is a significant relationship among customer orientation, sales orientation and selling skills as the intervening variable with sales performance. Conclusion: Obtained results of data analysis demonstrate customer orientation, sales orientation and selling skills could have a direct impact on sales performance. Also selling skills as the intermediate variable affects sales performance in dealing with customer orientation and sales orientation. Selling skills have the highest impact among effective factors on performance.