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Purpose- The objective of this research article is to find out the impact of customer orientation, adaptive selling, and emotional intelligence on sales performance. Personal selling is said to be happened when a solution to the problems regarding sales, services and customers is provided by a sale representative. Methodology- It is the skill and duty of the sale representative to provide his services which provide the best match with the requirements of the customers. Total 100 questionnaires were distributed among the employees of a telecommunication company. Findings- Results show that- Salespersons who apply customer orientation are more successful in the market and Salespersons that are more adaptive in several selling situations have more competitive edge over less adaptive salespersons. Implication- Both customer orientation and adaptive selling would be high if a salesperson possesses emotional skills. Therefore, it is recommended that the recruiter should hire salespersons with high acumen on customer orientation, adaptive and emotional skills.

IMPACT OF SALESPERSONS’ SKILL-SETS ON SALES PERFORMANCE: AN EMPIRICAL INVESTIGATION OF A TELECOMMUNICATION COMPANY