Evaluating Salesman’s Personality Attributes in B2B Branding Context: The Case of Mobile-Communication Company of Iran

This study aims to review B2B branding literature and investigate how to promote brand equity by salesman’s personality attributes in B2B domain. By providing this knowledge, salesman’s personality attributes for promoting of B2B brand equity can be evaluated for the case. In this regard three questions were designed: What is the concept of B2B branding? What personality attributes of the salesman are important in order to promote of B2B brand equity? In which attributes, MCI’s salesmen should concentrate in order to improvement? So, literature was reviewed in order to understand B2B branding concept and find a model of effective attributes of the salesman. Based on the model a quantitative study was conducted through sending a questionnaire to employees of some enterprise that are in business relationship with MCI. Importance-Performance Analysis (IPA) method shows MCI should concentrate on customer orientation and also arrangement skills of its salesmen. Although the concept of B2B brand equity and model of prerequisites for promoting it, is available in the literature, but there is no research related to evaluation a firm based on measuring desired performance in each prerequisite factor. In this study the performance of salesman’s personality factor has been evaluated for the case. It should be mentioned that extract patterns and clusters from the presented data in IPA model is an innovative method by the authors.