Influence of sales process on performance of Real Estate Firms registered by Estate Agents Registration Board in Nairobi City County, Kenya

Abstract

In a dynamic and shifting business environment, organizations are struggling to keep up with the changes and fewer companies are able to not only survive but to also maintain a competitive advantage against their competitors. The most important part of an organization is that of the sales people. This is because they are the ones who actively generate the income for these particular firms. Therefore, the organizations should focus on the factors that will trigger performance of the sales persons. The general objective of the study was to investigate the relationship between sales process and the performance of Real Estate Firms in Nairobi City County, Kenya.The study was based on two theories, namely, push and pull marketing theory and resource based theory. The population of the study was 66 registered real estate in Nairobi City, Kenya. The study was collected from marketing and sales managers. Analysis was done using multiple linear regression and correlation analysis. It was found out that prospecting,presentation and follow up influence firm performance at moderate extent. It was found out that objections influence firm performance at great extent. The study found out that there is positive correlation between sales process and firm performance. The study recommends that real estate firms need to carry out sales practices across all sales functions of the companies. Special attention and more resources needs to be directed towards recruitment and training in order to build distinctive competencies.