Preference of Sales Force Criteria for Electronic Products Personnel

Sales force is the driver of company's survival. Sales force has important role in introducing and carrying out product to potential consumer, especially for electronic products. The products often changes dynamically with the rapid advanced technology. Electronic City is one of the biggest electronic retail companies in Indonesia. The aims of this research is to identify and rank sales force criteria at Electronic City. This is qualitative and quantitative study adopting case study, focus group discussion and questionnaire to explore performance criteria of sales personnel. Analytical hierarchy process is used to rank multiple criteria of sales force for electronic product. The participants of this research are store manager, sales supervisor and team leader of Electronic City Margo City as the decision maker for evaluating sales performance criteria. Based on the weighting criteria matrixes, communication, teamwork, attitude, negotiation and appearance are the most prioritized criteria for evaluating sales force performance. Meanwhile, based on pairwise comparison above all criteria and sub-criteria, the priority of sales force criteria for electronic product are the ability to present product information clearly, a team player, friendly, listen attentively, can handle complaint and good looking.