SALES COMPETITION AS A STRATEGY TO MOTIVATE INTENT TO PURSUE SALES CAREER

Abstract

The continuous increase in demand of professionally trained sales force provoked marketing experts to find out the ways through which this demand can be met. This paper articulates and empirically validates through an experimental research design that sales competition at campus is one way to create interest among students for the pursuit of this demand driven profession. The controlled and experimental group are formed by using randomized trial method to remove researcher bias. The results highlight that sales competition has significant impact in changing students’ negative perception about sales profession. The research is useful for researchers, sales managers, academics, trainers, policy makers, educationists for rational decision making.