RELATIONSHIP BETWEEN PRODUCT KNOWLEDGE AND OTHER FACTORS WITH SALES PERFORMANCE IN A PHARMACEUTICAL COMPANY

• Main Author: Primadani, Agtifa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74716
• Institution: Institut Teknologi Bandung

This study aims to find the relationship between product knowledge and selling ability in achieving sales targets and looking for other factors that affect sales performance. Research was conducted on 28 medical representatives in the antihypertensive division of a multinational pharmaceutical company who received sales targets for a new antihypertensive drugs. Product knowledge is taken from the value of quiz knowledge and selling knowledge are assessed from roleplay abilities using set of quidance called SOLVE. Achievement of sales targets is taken from the average over a period of 6 months. Questionnaires were given to each medical representative to get an overview of perceptions of product knowledge, selling ability, relationship with sales performance and to find out the perceptions of factors that influence sales achievement. There were 68% of medical representatives who passed the product knowledge test and 86% who passed SOLVE score. Sales target was achieved by 71% medical representatives. There is significant relationship between product knowledge sales achievement but there is no significant relationship between selling knowledge (SOLVE) and sales achievement. Those findings are based on the expected values of the relationship between product knowledge and selling knowledge with sales achievement, using Fisher's Exact probability value is above the level of significance (alpha (?=10%)). There is a significant relationship between sales achievement and the factors that influence sales achievement (good relationship with doctors). Based on medical representatives' perception there were 5 main factors which had influence on sales performance: product knowledge, good relationship with doctors, selling knowledges, area knowledge and right marketing activities.