Salesman’s Personality Trait and Its Effect on Sales Performance: Study of Fast Moving Consumer Goods (FMCG) in Abia State, Nigeria

Agodi, Joy Eberechukwu, Ahaiwe, Emmanuel Onyedikachi, Aniekan Eyo Awah


A “suit and hard sell tactics” do not define superior selling.  Many determinants impact sales performance and that distinguish superior salespeople from inferior sales­people (Sardar and Patton 2002), thus raising the need to investigate salesman’s personality trait and its effect on sales performance among FMCG IN Nigeria. Data were randomly collected through self-administered questionnaire to 54 respondents comprising of sales managers and salespersons of the selected cosmetics firms using convenience sampling technique and were analysed using Pearson correlation co-efficient statistical model.  The Cronbach’s alpha was used to test the reliability of the measuring instrument. Results show that a positive and strong relationship exists among the three personality traits factor examined to influence sales performance (Empathy, assertiveness and ambitiousness). The study recommends amongst other things; the need for firms to boost  salesmen capability, integrity, trust and confidence by matching sales person’s sales achievement to the quota or target set for that him/her, rather than comparing one sales person against the other or comparing one sales person to the rest of the team.

Keywords: salesman, personality traits, sales performance, assertiveness, empathy

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