Competency identification of sales staff in the agricultural seed industry: Evidence from seed firms in China

Increasing competition and saturation of the Chinese seed market make competence of sales staff a critical human resource factor in the sustainable development of seed firms. The aim in this research was to help seed firms improve their marketing performance in terms of human resource management. By conducting behavioral-event interviews in 7 representative seed firms, 9 distinctive competencies of the sales staff were identified: Achievement Orientation, Information Seeking, Interpersonal Understanding, Impact and Influence, Relationship Building, Professional Knowledge, Self-Confidence, Teamwork, Visioning and Strategic Thinking. The model presents an empirical basis to guide the competency-based human resource planning of the sales staff in seed firms.