The impact of sales force technology usage on sales performance

The use of technology, which has an indispensable importance in every field from trade to education in daily life, also plays an active role in the communication of salespeople, who have an important place in the economy, with customers. With the intensification of competition and the emergence of different communication channels, it has become very difficult to achieve success in communication based on classical methods. The widespread use of technological applications in business life has enabled salespeople to communicate and interact easily and to produce solutions to problems quickly. Therefore, it is important for salespeople to know and adapt the use of technology tools well. In the studies examined in the literature, it is stated that there is a need for studies on how the use of sales technology affects the performance of the salesperson. For this reason, the study aims to examine the effect of sales technology use on sales performance. On the axis of this purpose, how to evaluate the relationship between the use of technology and sales performance of salespeople who have customer competence skills and customer-oriented sales approach, and how technology self-efficacy will affect the performance of salespeople are considered and analysed as mediating variables. In line with the results obtained, it is concluded that the use of technology by the salesperson increases performance and it will be beneficial for businesses to prefer people with technology self-efficacy in recruitment. This study provides the potential to explain the relationship between technology use and performance together with variables and to provide new information to academicians and managers and to provide a different perspective.