Improvement of personal sales efficiency in automotive retailing

Abstract

Sale has existed for centuries, but the principles behind it have changed over time. Contemporary theory emphasizes increase of customer productivity through strategic sales organization that converges with marketing in order to achieve greater strategic importance in the organization. This study uses a qualitative research method (in-depth interviews) with the aim of determining the relationship between sales and marketing, as well as learning about the perceptions of sales managers on the definition of sales strategy and atmosphere design as variables that affect sales efficiency in automotive retailing. Research results from Bosnia and Herzegovina and Croatia were compared and they indicate a lack of coordination between marketing and sales efforts/departments, and the inadequate use of atmospheric factors in both of the observed markets.