Effect of Selling Skills on Bank Teller Sales Performance

Performance is one of the main structures and the most important measure of enterprise success discussed in the management literature. Banking industry is an important part of service industry and services are inseparable from their provider. So sales performance of the bank teller who are on the front lines of communication with customers is of great importance. In this article one of the most important factors that influence sales performance, sales skills have been studied. Direct and moderating effects of internal and external competition as other important individual and environmental characteristics on sales performance are measured in terms of bank teller. The statistical population of this study is bank teller of Tehran city branches of the Keshavarzi Bank. Data were collected from 488 people through Census method and a questionnaire of 34 questions. To test the model, path analysis was performed using LISREL. Results indicated that technical and sales skills, competitive atmosphere and trait competitiveness have positive and significant effect on sales performance. Moderating effects of competitive atmosphere and trait competitiveness on the relation of sales skills and sales performance were also confirmed. Moreover, it was found that interpersonal skill have no significant effect on sales performance. Also competitive atmosphere and trait competitiveness do not moderate the relationship of interpersonal and technical skills with sales performance.