Membangun orientasi pelanggan untuk meningkatkan salesperson consulting performance

The purpose of this paper is to analyze the influence and relationship between variables that can improve sales consultant performance. For this reason, an understanding of customer needs and desires is something that is urgent for the success of an organization. An organization that can properly understand customer tastes can directly or indirectly influence the performance of salesperson. Through the training included here is sharing experiences with colleagues, especially salespeople who are considered outstanding. This research method uses a sample of 150 salesperson who perform the main task of selling. Purposive sampling is used for sampling techniques. The data that has been collected is carried out screening and trimming data. Data screening is carried out to test the consistency of respondents' answers by looking at extreme standard deviations. While trimming data is intended to test the consistency of the contents of respondents' answers between closed answers and open answers. Validity and reliability tests are conducted to test the validity and consistency of the respondents' answers. The results showed that, market orientation, sales adaptation, and developing customer orientation had a significant positive effect on sales consultant performance. The customer orientation variable most influences the performance of the sales force. Sales orientation and market orientation influence customer orientation. In addition, sales orientation, market orientation, and customer orientation influence sales consulting. Sales orientation can increase if coupled with the ability of salespeople to carry out their duties, always paying attention to customer satisfaction. Implications of research results thus we need salespeople who have high innovation and creativity to respond to the needs of a very dynamic market. Business management especially in micro and small businesses must pay attention to the needs and desires of customers and fulfill them (customer orientation), and also provide solutions to problems faced by customers.