Background: Given the situation that todays’ companies establish deeper relationships with their clients, focusing on long- term collaboration and emphasis on mutual cooperation, the communication with the clients is increasingly based on one-to- one communication. Personal selling is described in literature as one tool of the communication mix. This tool of one-to one communication has become very important. Several companies spend 8-15% of their net sales on personal selling to communicate directly with their clients, supporting them in evaluating specific needs and thus be able to offer the right product. The B2B environment is highly complex in its various characteristics. In regards to personal selling, the characteristics of intercultural aspects, B2B Relationships and Relationship Marketing has been chosen. The usage of personal selling could improve B2B Relationships. Research Question: How companies use and manage personal selling to strengthen B2B relationships? What are the cultural differencesregarding to the country of operation? Purpose: The purpose of this master thesis is to identify how personal selling can influence and strengthen B2B relationships. In this evaluation, the authors like to examine the differences in personal selling management according to the country of operation. The objective is to arrive on implications for B2B companies, especially in the IT sector. Method: The study uses an inductive research approach. The target is to arrive on new insights whether personal selling improves business- to business relations. Within the qualitative research method four case- studies of B2B IT companies from Brazil and Sweden will be evaluated. Through semi- structured personal interviews primary data will be obtained from each company. Through the conduction of the interviews in two countries, the impact of cultural aspects will be evaluated simultaneously. Theoretical Framework: The study evaluates literature about Cultural Aspects, Relationship Marketing, B2B Marketing and Sales Management in order to gain knowledge in accordance to the thesis’ research topics. B2B Markets are characterized by its complexity. The study uses those B2B characteristics which are influences by personal selling. Findings & Conclusion: Through the evaluation of the case studies in two countries, it can be outlined that personal selling has a positive impact on the establishment of long-term business relation, increase market recognition and leads to mutual business cooperation with the customer, that is necessary for future business development and product development according to customer and market demands. Understanding hereby the cultural background of the client is evaluated as an advantage on the direct communication and establishment of business relation.It is thus suggested to focus on personal selling, while providing technical advance solutions that require a high demand on communication.

The purpose of this study was to identify and analyze sales people's perceptions of performance appraisal criteria in a telecommunications corporation. The study was prompted by the perceived disillusionment of the sales people with the current performance appraisal criteria. The perceptions of 67 sales people were assessed using a questionnaire developed by the researcher. One-way analysis of variance procedures (ANOVA) were used to determine if there were statistically significant differences in premise and telemarketing sales people's perceptions of performance appraisal criteria. Findings indicated that there were no statistically significant difference in premise and telemarketing sales people's perceptions of the 38 performance appraisal criteria statements. Findings did not indicate a statistically significant difference in premise and telemarketing sales people's perceptions of the performance criteria statements, the attitude or satisfaction statements, and the peripheral issue statements. Based on this study, the sales people appear to have clear perceptions of the performance appraisal criteria.

In this study I have explored the profession sales people and how they use social media. I have also studied their needs for further education and how it can be addressed in social media, in order to learn how a B2B-company that educates in sales training can meet sales people in social media. It’s an empirical study based on individual interviews with a semi-structured interview template. Respondents were of mixed age, both men and women. The theoretical framework consists of a model containing the three elements needed to communicate effectively: opportunity, accessibility and trust. The model was published by authors Anna Katarina Berglund and Pia Boson in 2010. The research problems are based on the theoretical framework: Which attitudes, needs and requirements for further education and inspiration do sales people have and how can they be fulfilled by social media? The results of the study showed, among other things that the theory is truthful and correct. The conclusion is that the needs for further education vary between different sales people, mainly because of age and experience. These needs may at several cases be fulfilled threw social media, especially YouTube. Although when it comes to deeper knowledge, they rather get it threw lectures or coaching mainly, but also threw books. / I den här studien har jag undersökt yrkeskåren säljare och hur de använder sig av sociala medier. För att se hur ett B2B-företag som säljer försäljningsutbildningar kan bemöta säljare i sociala medier har jag också studerat deras kompetensbehov och hur det kan bemötas i sociala medier. Det är en empirisk kvalitativ studie baserad på enskilda samtalsintervjuer med en semistrukturerad intervjumall. Respondenterna har varit av blandad ålder, både män och kvinnor. Den teoretiska basen består av en modell där tre delar behövs för att kommunicera effektivt: tillfälle, tillgänglighet och tillit. Modellen publicerades av författarna Anna Katarina Berglund och Pia Boson 2010. Problemformuleringen som studien lutar sig mot är: Vilka attityder, behov och önskemål för kompetensutveckling och inspiration finns bland säljare och hur kan dessa uppfyllas via sociala medier? Resultatet i studien visade bland annat på att teorin i högsta grad stämmer. I de fall respondenterna nämner vad som tilltalar dem så har alla tre delarna funnits och i de fall respondenterna antyder att de inte är nöjda med en form av kommunikation så har någon av de tre delarna saknats. Slutsatsen är att det finns ett varierat behov av kompetensutveckling och inspiration bland olika säljare, ofta baserat på ålder och erfarenhet. Dessa kan i flera fall uppfyllas via sociala medier, främst YouTube. Men när det gäller mer djupgående kompetensutveckling så vill säljarna få detta via föreläsningar och coachning främst, men även via böcker.

A representative body such as a trade union, workplace forum or an organisation that specifically handles disputes that may arise from unilateral decisions that are taken by employers in the billboard industry that affect the salespeople could, go a long way to improve the working conditions of these people. There is, however, no such an organisation that exists currently to protect workers in this industry. This poses the question whether salespeople in the industry would want to see the formation of such a union and whether or not they would join such a union. Another question that needs to be answered is whether adhering to the culture of the organisation and respecting the values and ethical behaviour of the organisation would prevent managers from making unilateral labour related decisions that affect salespeople negatively and eliminate the need for the formation of a trade union. To achieve this objective, exploratory research methods were used to learn more about the problem identified. Through interviews (qualitative research) with salespeople and managers in the billboard industry the attitudes of these groups were tested regarding the above objective. Findings and recommendations were that: Salespeople in the outdoor advertising industry believe that there is a need for the formation of a trade union for sales people; therefore, the formation of such a union should be further explored and considered. Salespeople also believe that regardless of ethical behaviour by their employers there is still a need for a trade union that could assist them in getting benefits such as medical aid benefits and pension fund. Sales managers in the industry however, believe that there is no need for the formation of a trade union for salespeople as long as they behave in an ethical and fair manner toward their sales staff. / Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2010.

A representative body such as a trade union, workplace forum or an organisation that specifically handles disputes that may arise from unilateral decisions that are taken by employers in the billboard industry that affect the salespeople could, go a long way to improve the working conditions of these people. There is, however, no such an organisation that exists currently to protect workers in this industry. This poses the question whether salespeople in the industry would want to see the formation of such a union and whether or not they would join such a union. Another question that needs to be answered is whether adhering to the culture of the organisation and respecting the values and ethical behaviour of the organisation would prevent managers from making unilateral labour related decisions that affect salespeople negatively and eliminate the need for the formation of a trade union. To achieve this objective, exploratory research methods were used to learn more about the problem identified. Through interviews (qualitative research) with salespeople and managers in the billboard industry the attitudes of these groups were tested regarding the above objective. Findings and recommendations were that: Salespeople in the outdoor advertising industry believe that there is a need for the formation of a trade union for sales people; therefore, the formation of such a union should be further explored and considered. Salespeople also believe that regardless of ethical behaviour by their employers there is still a need for a trade union that could assist them in getting benefits such as medical aid benefits and pension fund. Sales managers in the industry however, believe that there is no need for the formation of a trade union for salespeople as long as they behave in an ethical and fair manner toward their sales staff. / Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2010.