YeHaoYuan1, Vincent Wee Eng Kim2 , Benjamin Chan Yin Fah3
University Tun Abdul Razak, Kuala Lumpur, Malaysia
1ye.haoyuan@ur.unirazak.edu.my
2vincent.urcc@unirazak.edu.my
3benjamin_chan@unirazak.edu.my
*Corresponding e-mail: ye.haoyuan@ur.unirazak.edu.my
Abstract
Sales performance is an important indicator of business operations, especially in the field of sporting goods sales, but less attention has been paid to the role of sales staff’s professional background on performance. This article focuses on the impact of sports professional background on sales performance. The results show that sports professional background significantly improves the subjective and objective performance of salespeople. Further analysis found that this influence mechanism is mainly reflected in three aspects: first, sports expertise provides unique advantages for sales; second, good interpersonal skills enhance customer relationship management; third, strong sports enthusiasm stimulates sales enthusiasm. Finally, this article puts forward corresponding management suggestions, such as giving priority to sales staff with a sports professional background, strengthening targeted training and incentives, etc., in order to provide reference for the construction of sales teams of sports brand enterprises.
Keywords: Sports Professional Background; Sales Performance; Sports Brand Enterprise
