The impact of customer-oriented personality traits and selling skills on performance in Taiwan Pharmaceutical Multi-national Sales Team

We used a sample of Taiwan Pharmaceutical Multi-national Sales Team as the case study. The first goal was to investigate the effectiveness of the scales on the sub-constructs of customer orientation, selling ability, market-related skills and knowledge, interpersonal skills, self-reported performance, behavioral performance, and outcome performance. The second goal was to establish a model to evaluate the effect of customer orientation to selling skills to performance. The research results might serve as a basis for the selection, training, and development of salespeople in the pharmaceutical industry. The path analytical results of customer orientation to selling skills to performance have achieved the acceptance levels on the aspects of fundamental and overall goodness-of-fit, as well as the internal quality of the model.