CHAPTER 1

BACKGROUND OF THE STUDY

This chapter presents the background and purpose of the stud,

theoritical framework, and Conceptual framework, Statement of the problem,

Assumption , scope and limitation and Definition of terms.

Background and Purposes of the Study

Professional salesmanship is crucial to the success of furniture

businesses as it directly affects customer satisfaction, loyalty, and profitability.

It involves more than just selling products; it requires understanding customer

needs, building trust, and highlighting the value and relevance of furniture to

the buyer's lifestyle. A key element of effective salesmanship is having

thorough product knowledge sales professionals must understand the

materials, craftsmanship, and design of each piece to confidently answer

customer questions. A customer-centered approach is also vital, as listening

to preferences and offering personalized recommendations can make the

shopping experience more engaging. Effective communication is equally

important, allowing salespeople to explain product features and benefits while

helping customers visualize how the furniture will enhance their space. Trust-

building is essential since furniture is often a major investment, and customers

prefer working with transparent and honest salespeople. Staying up to date

with market trends and preferences enables sales professionals to offer

relevant advice and align product offerings with current demand. Excellent

after-sales service, including logistics and addressing any concerns, further

enhances the customer experience. Ultimately, professional salesmanship

business growth.

The furniture business is more than just selling products, it’s about

creating spaces where people live, work, and thrive. Professional

salesmanship is the bridge between high-quality furniture and satisfied

customers, ensuring that every interaction reflects the company’s values and

commitment to excellence. By combining in-depth product knowledge,

empathy, communication skills, and a focus on customer satisfaction,

professional salespeople drive customer loyalty, enhance brand reputation,

and ensure the long-term success of furniture businesses in a competitive

market.

The Researcher conduct this study to better understand how

professional salesmanship in the furniture business improves customer

satisfaction, loyalty, and overall business success. Given the significant

investment that furniture represents for customers, the ability of sales

professionals to communicate value, meet customer needs, and build trust is

critical. By analyzing the roles of product knowledge, customer service, and

market awareness, this study aims to provide insights to help furniture

businesses enhance their sales strategies, improve customer experiences,

and boost profitability. Additionally, this research examines evolving trends in

the furniture industry, helping businesses stay competitive in a dynamic

market.
 Salesmanship plays a crucial role in the success of the furniture

business, as it involves understanding customer needs and influencing

purchasing decisions through effective communication and interpersonal

skills. Salesmanship is defined as the art of persuading potential customers to

buy a product or service. In the context of the furniture business, it extends

beyond selling to include building long-term customer relationships, providing

personalized solutions, and enhancing the overall shopping experience.

Studies highlight the importance of consultative selling, where salespeople act

as advisors, helping customers make informed decisions based on their

preferences and requirements.Consumer behavior is another critical area of

study in understanding salesmanship in the furniture industry. Research

shows that factors such as price, quality, design, brand reputation, and sales

experience significantly influence customer decisions.

Salesmanship plays a vital role in the success of the furniture business

as it serves as the bridge between the products offered and customer needs.

Effective salesmanship involves understanding customer preferences,

providing personalized solutions, and building lasting relationships. According

to Kotler and Keller (2016), personal selling is particularly important in

industries like furniture, where products often require customization and

significant customer involvement. Moreover, customer relationship

management (CRM) has become a crucial tool in furniture sales, enabling

salespeople to track customer interactions, preferences, and purchase

histories.
 In terms of selling techniques, furniture salespeople commonly employ

consultative selling, where they act as advisors to help customers make

informed choices based on their needs, budgets, and design preferences.

Additionally, upselling and cross-selling are widely used strategies, allowing

sales professionals to suggest complementary products like home décor to

enhance the customer experience. Visual merchandising also plays a

significant role, as well-arranged furniture displays in showrooms create a

strong appeal, making it easier for salespeople to convert leads into

purchases.With the growing importance of e-commerce, digital salesmanship

has gained prominence, providing customers with virtual showrooms,

customization tools, and detailed product information. Research by Smith

(2020) shows that businesses integrating digital tools with traditional sales

techniques have a broader reach and stronger customer engagement.

Understanding consumer behavior is another critical aspect of

salesmanship in the furniture business. Customers often seek furniture that

reflects their personality and lifestyle, making active listening and empathy

essential skills for sales professionals. Salespeople who demonstrate these

qualities are more likely to build trust and close sales effectively (Brown &

Leigh, 2021). Furthermore, continuous training and development of sales

personnel are necessary for keeping up with market trends and evolving

customer preferences. Studies indicate that companies investing in sales

training report improved sales performance and higher employee morale

(Grant, 2017)
 salesmanship in the furniture business is not without its challenges.

Fluctuating market demands, competition from global players, and changing

consumer trends require salespeople to adapt quickly and employ innovative

strategies. Despite these challenges, businesses that prioritize customer-

centric approaches, embrace digital tools, and invest in employee training are

better equipped to succeed in this competitive industry. salesmanship

remains a dynamic and indispensable element in the furniture business,

driving both customer satisfaction and organizational growth.

Contrarian Sales Technique. (2017, December 6). *8 successful

furniture sales techniques you can copy*.

https://www.contrariansalestechnique.com/2017/12/furniture-sales-

techniques.html
 Conceptual framework

Input Process Output

PROFESSIONAL
What is the profile SALESMANSHIP
of the OF Assessing the professional
respondents in termsINof;TANAY
FURNITURE BUSINESSES salesmanship of furniture
1.1 Age; RIZAL businesses in Tanay, Rizal
Statement of the Problem
1.2 Sex;
This
1.3 CivilstudyStatus;
seek to determine the
 Observation/Pre
professional salesmanship
1.4 Education Attainment; of furniture
research
businesses
1.5 Monthly Income? in Tanay Rizal .
It seeks to answer the following
 Formulation of Title
2. What is the profile of the  Gathering of related
questions:
furniture businesses in literature and studies
1. What is the profile of the
Tanay Rizal in terms of:  Developing the
respondents in terms of;
2.1 Initial Capital; questionnaire checklist
1.1 Age;
2.2 Number1.2 of Sex;
Employees;  Validation of Assessed the
2.3 Type1.3 of Civil
Furnitures;
Status; questionnaire checklist professional
3. How do respondents
1.4 Education Attainment;  Distribution of salesmanship of
determine the level
1.5 Monthly of
Income? questionnaire furniture
performance of salesmans
2. What is the profile of the furniture  Analysis businesses in
in furniture
businesses businesses
in Tanay in of:
Rizal in terms  Interpretation of the Tanay, Rizal
Tanay Rizal in terms
2.1 Initial Capital;of: gathered data
3.1 2.2Persuasive
Number of Employees;  Presentation
Communication;
2.3 Type of Furnitures;
3.3.2
HowProduct knowledge;
do respondents determine the
3.3 of
level Building Customer
performance of salesmans in
Relationship
furniture businesses in Tanay Rizal in
4.What areterms the problems
of:
3.1 Persuasiveby
encountered Communication;
the
3.2 Product
respondents in knowledge;
professional
3.3 Building Customer
salesmanship Relationship?
of furniture
4.What are the problems
businesses in Tanayencountered
Rizal
by therespect
with respondentsto the in professional
above
salesmanship
variables?of furniture businesses in
Tanay
5. What Rizalaction
with respect
plan to the be
may above
variables?
proposed to optimize the
5. What
skills action plan may be proposed to
in professional
optimize
salesmanship? the skills in professional
salesmanship?

Feedback

Figure 1
The Conceptual Framework of the Study showing the professional
salesmanship of furniture businesses in Tanay, Rizal
 The first frame of the study focuses on the input, including the profiles
of respondents and furniture businesses, along with key elements of
professional salesmanship. Respondent profiles cover age, sex, civil status,
educational attainment, and monthly income, while business profiles include
initial capital, number of employees, and types of furniture offered. The study
also evaluates professional salesmanship in terms of persuasive
communication, product knowledge, and building customer relationships.
The second frame shows the process which is to assess the he
professional salesmanship of furniture businesses in Tanay, Rizal through
observation/Pre-research, formulation of title, gathering of related literature
and studies, developing the questionnaire checklist, validation of
questionnaire checklist, Distribution of questionnaire, Analysis, Interpretation
of the gathered data, and Presentation
The third frame shows the output that contains the assessed he
professional salesmanship of furniture businesses in Tanay, Rizal and the
proposed action plan.
The lines connecting the boxes and arrows pointing the frames present
the feedback which shows the connection of three frames.
---(theoretical framework)
Statement of the Problem

This study seek to determine the professional salesmanship of furniture

businesses in Tanay Rizal . It seeks to answer the following questions:

1. What is the profile of the respondents in terms of;

1.1 Age;

1.2 Sex;

1.3 Civil Status;

1.4 Education Attainment;

1.5 Monthly Income?

2. What is the profile of the furniture businesses in Tanay Rizal in terms of:

2.1 Initial Capital;

2.2 Number of Employees;

2.3 Type of Furnitures;

3. How do respondents determine the level of performance of salesmans in

furniture businesses in Tanay Rizal in terms of:

3.1 Persuasive Communication;

3.2 Product knowledge;

3.3 Building Customer Relationship?

4.What are the problems encountered by the respondents in professional

salesmanship of furniture businesses in Tanay Rizal with respect to the above

variables?
5. What action plan may be proposed to optimize the skills in professional

salesmanship?

Assumption

The study focused on the extent of Professional Salesmanship of Furniture

Business.

The following assumptions were made

:1.Professional salesmanship is crucial for a Furniture business.

2. The researchers assumed that the respondents would be honest in

answering the questions.

3. The researchers assumed that the professional salesmanship practices in

the furniture business positively contribute to the success and growth of all

furniture businesses by enhancing customer satisfaction and loyalty.

4.The researchers would be able to deeply explain the purpose of the study to

its respondents