Multinational Sales Staff Between Emotional Intelligence And Communication Skills And Sales Performance Relationship Research

As China's opening-up and world economic globalization deepens, and as China has joined the WTO, more and more Multinnational Corporations came to china for investment. This brings great impact for both the world and China economy. The competition between the companies in Chinese market becomes more and more fierce. And the competition is not just in economic strength but also in human resources. The traditional research in personal selling often focused on selling skills, but the research for emotional intelligence has been gaining more and more concern from both the academicians and the practitioners. Emotional intelligence is considered to be a vital factor affecting salespersons ' performance.Our research explores the relationship between the emotional intelligence, communication competence and sales performance of the Multinational Companies, aiming to provide practical suggestions for the domestic company. Our research took Bosch, Electrolux, Hitachi as our sample.Based on the fruits of the previous research, we first developed a scale for measuring salesperson's emotional intelligence and communication competence. After the initial survey, we made necessary adjustments to the scale to ensure that its validility and reliability meets our requirement of the research.Then, we send the questionnaires to the representative multinational corporations, After the recalling all the questionnaires , we did statistical analysis to the data, including factoring analysis, correlation analysis ,and structured equation analysis. We worked out the interaction ways of the three variables ,and discovered the vital effect emotional intelligence interact on sales performance through its interaction on the communication competence, no direct interaction between emotional intelligence and sales performance was found.Through the variances analysis of the three variables, we worked out the distributing variances between the salesperson characteristics, and we explained the results of the analysis according to the practical reasons. Combined with the results of analysis of salesperson characteristics, we made our propositions for practice in selecting and training salesperson, and some new ideas for human resources relating to salesperson.