Sales Management Practices and Performance of Small and Medium-sized Enterprises in Nairobi County, Kenya
Abstract
The sales environment continues to change owing to various behavioural, technological and
managerial forces. These changes are changing the way sales people connect with prospects,
differentiate themselves from the competition, and position their products and services. Despite
the acknowledgment of SMEs in the economy, SMEs have been facing many demurs, for instance,
the aforementioned aspects have inhibited the companies' operational and financial success,
namely insufficient financing, political instability, and economic calamity. The general objective
of the study wasotooestablish the relationship betweenosales management practicesoand
performance ofoSmall and Medium-Sized Enterprises in NairobioCity County, Kenya. This study
was basedoon two theories, pushoand pull theory andoresource-based theory. The target population
for this study comprised of the four hundred (450) SMEs registered by Registrar of Companies at
Sheria House. The sample size was 90 SMEs doing business within Nairobi City County. Stratified
sampling method was employed to guarantee that the data obtained is genuinely representative of
the whole population. An analysisowas done using descriptive analysis, linear regressionoand
correlation analyses. Itowas established that sales planning and sales implementation influence
sales management practices to a moderate extent while many SMEs in Nairobi embraced sales
evaluation at great extent. The study establishedoa positive relationshipobetween performance and
sales management practices. It was concluded that sales planning, sales implementation and sales
evaluation were positivelyorelated to performance. The study recommends that the industry maps
out specifically what aspects of sales management strategies are relevant to their industry and
invest heavily into those aspects so as to see tangible improvement in theiroperformance.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- School of Business [1311]
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