EVALUATION ON THE EMPLOYEES SALES PERFORMANCE OF DIAMOND OFFICE FURNITURE BASIS FOR EMPLOYEES PRODUCTIVITY ENHANCEMENT

Abstract

Diamond Office Furniture, Inc., established in 1996, imports and directly sells office systems and furniture, aiming to provide cost-effective, high-quality, and innovative products for office environments. The company is headquartered at BVS Building, Kilometer 17, Ortigas Avenue Extension, Barangay Sto. Domingo, Cainta, Rizal. ​  Sales Performance Assessment  Evaluating sales performance is crucial for understanding the effectiveness of the sales team and identifying areas for improvement. At Diamond Office Furniture, Inc., sales performance is assessed through the following steps:​  Setting Clear Sales Goals and KPIs: Establishing specific, measurable objectives aligned with the company's strategic vision to guide the sales team's efforts.​  Regularly Reviewing Sales Strategies: Analyzing and adjusting sales approaches to respond to market changes and optimize outcomes.​  Monitoring Sales Activities: Tracking daily sales activities and outcomes to ensure alignment with goals and to identify opportunities for improvement. Team Structure and Roles  The sales team comprises various roles, including Sales Coordinators and Sales Managers, each contributing to the overall success of the sales operations. For instance, Sales Coordinators support the sales team by managing administrative tasks and facilitating communication. ​ glassdoor.com  Strategic Focus  Diamond Office Furniture, Inc. emphasizes a consultative approach, focusing on understanding clients' needs before recommending appropriate products. This strategy ensures that clients receive solutions tailored to their specific requirements, fostering long-term relationships and customer satisfaction.​ This study employs a descriptive research design utilizing quantitative methods to analyze the factors influencing employee sales performance at Diamond Office Furniture, Inc. The aim is to systematically collect and interpret data to identify patterns and relationships pertinent to the study's objectives.​  Data Collection  A structured survey questionnaire will be administered to all seven employees of Diamond Office Furniture, Inc. This approach ensures comprehensive data collection from the entire workforce, facilitating a thorough analysis of the factors affecting sales performance. Surveys are particularly effective in descriptive research for gathering quantifiable data across various subjects. ​  Justification for Sample Size  Given the small number of employees, surveying all participants is both practical and beneficial. This strategy enhances the reliability of the findings and provides a complete overview of the factors impacting sales performance within the company.​  Data Analysis  The collected survey responses will be analyzed using descriptive statistics to summarize and interpret the data. Descriptive statistics allow for the presentation of data in a meaningful way, highlighting trends and patterns that inform the study's objectives. ​  By adopting this methodology, the study aims to deliver insightful and actionable findings that can inform strategies to enhance employee sales performance at Diamond Office Furniture, Inc. The study on Diamond Office Furniture's sales procedures offers valuable insights into the company's operational dynamics. Notably, the finding that 28.6% of participants serve as human resource assistants is intriguing, as it suggests a significant overlap between human resources and sales functions. This overlap could influence sales performance, given that HR professionals are typically focused on recruitment, training, and employee welfare, rather than direct sales activities.​  Integrating human resource management with sales operations can have both positive and negative implications. On the positive side, HR professionals can contribute to sales performance by ensuring that sales teams are well-trained, motivated, and aligned with the company's goals. However, if HR responsibilities overshadow sales objectives, it might lead to misaligned priorities and diluted focus on sales targets.​  To enhance sales performance, it would be beneficial for Diamond Office Furniture to clearly delineate roles and responsibilities between HR and sales departments. This clarity can prevent potential conflicts and ensure that both departments work synergistically towards common objectives. Additionally, implementing quality management strategies, such as Total Quality Management (TQM), could further streamline operations and improve sales outcomes. TQM is a comprehensive approach that focuses on continuous improvement across all organizational processes, aiming to enhance customer satisfaction and operational efficiency. . The study on Diamond Office Furniture's sales procedures offers valuable insights into factors influencing employee productivity and performance. Notably, the demographic profile of respondents reveals a significant gender disparity, with 85.7% female and only 14.3% male participants. This imbalance may impact team dynamics and could be addressed by promoting gender diversity within the sales department.​  Respondents believe that attendance significantly affects productivity, reflected in an average mean score of 2.57. This perception aligns with industry observations, where attendance and punctuality are key performance indicators influencing customer service quality and operational efficiency. However, it's essential to consider that while attendance is important, other factors such as employee engagement, training, and support also play critical roles in enhancing productivity.​  Sales quotas, while intended to motivate, can sometimes have adverse effects if perceived as unrealistic or misaligned with individual capabilities. High quotas may lead salespeople to prioritize short-term gains over ethical considerations or long-term customer relationships. Therefore, it's crucial for Diamond Office Furniture to set achievable quotas that consider market realities and individual capacities.​  After-sales service plays a vital role in sustaining customer satisfaction and loyalty, which in turn can enhance employee performance through repeat business and referrals. Investing in comprehensive training ensures that employees are equipped with the necessary skills to deliver exceptional after-sales support. Regular training helps employees stay up-to-date with industry trends and best practices, ensuring they can confidently assist customers in making informed purchasing decisions. ​   The identified barriers to evaluating employee sales performance, such as inconsistent data resources and supervisory challenges in monitoring, are common across industries. Implementing standardized data collection methods and leveraging performance management systems can mitigate these issues. Clear metrics allow employees to align their performance with organizational objectives and expectations, driving better results and clearer paths to success. ​   To address these challenges and enhance employee productivity, the study recommends implementing sales training and development workshops. Effective training programs are essential for improving sales skills, fostering motivation, and aligning employee performance with organizational goals. Tailored training initiatives that address specific performance gaps, supported by measurable outcomes, can validate their effectiveness. ​  In summary, addressing gender disparities, aligning sales quotas with realistic targets, enhancing after-sales service, improving performance evaluation processes, and investing in targeted training programs are key strategies that Diamond Office Furniture can adopt to improve sales procedures and overall company performance.