B2B 영업사원의 DiSC 행동유형이 영업성과에 미치는 영향에 관한 연구 : 국내 대기업“S”社를 중심으로
Research on the relation between an salespersons DiSC behavioral pattern and their sales performance in B2B
초록/요약
최근 B2C 시장에 비해 규모가 큰 B2B 시장에 대한 연구 및 관심이 늘어나고 있는 상황이며 인적자원관리를 어떻게 운영하느냐에 따라 기업의 성과에 많은 영향을 미친다는 보고가 있다. 또한 기업의 제품흐름 Process중 맨 마지막 단계를 책임지는 영업담당의 역할 또한 매우 중요하게 인식되고 있으며, 각 기업은 우수한 영업사원을 선발, 육성 및 운영하는 활동에 많은 노력을 집중하고 있는 실정이다. 따라서 본 연구에서는 영업의 성과에 영향을 미치는 여러 요인 중에서 개인의 행동 성향에 관심을 갖고 기업의 최 일선에 있는 영업담당들의 DiSC 행동유형 특성에 대한 연구를 통하여 그들의 행동적 특성이 영업실적과는 어떠한 관계가 있으며, 영업성과에는 어떤 차이를 보이는지 실증적 연구를 통해 분석 후, 향후 B2B 영업사원의 인력운영에 필요한 정보를 제공하여 적재적소에 인재를 채용, 배치, 교육, 운영을 할 수 있는 기초자료를 마련하는데 그 목적을 두고자 하였다. 이에 따라 본 연구에서는 아래와 같은 가설을 설정하여 검증을 실시하였다. ［가설 1］B2B 영업사원의 DiSC 유형에 따라 영업성과에 영향을 미친다. ［가설 2］B2B 영업사원의 DiSC 강도에 따라 영업성과에 영향을 미친다. 이러한 연구를 검증하기 위해 국내 B2B 기업중 대기업인 S社를 중심으로 영업담당의 DiSC 행동유형 및 강도를 측정하고 사내 전산 시스템을 활용하여 영업성과 자료 및 기본 인사자료를 수집후 빈도분석, 상관분석, 회귀분석, T-test, ANOVA, LSD사후검증을 통하여 분석하여 다음과 같은 결과를 얻었다. 첫째, B2B 영업담당의 DiSC 일반 행동유형에 따라 영업성과 항목중 일부에서 유의한 차이가 있는 것으로 나타났다. 수요예측 실패율에서는 주도형(D)은 신중형(C) 및 사교형(i)보다 수요예측 실패율(변동율)이 큰 것으로 나타났다. 또한 채권 미회수율에서는 주도형(D)은 신중형(C) 및 사교형(i)보다 채권 미회수율이 큰 것으로 나타났다. 둘째, DiSC 행동 강도는 영업성과에 긍정 또는 부정적인 상관관계 및 영향을 미치는 것으로 나타났다. 주도형(D)의 강도가 강할수록 영업성과중 매출 달성율, 매출 종합평가, 연구/개발(상품화)과제 매출 HIT율, 상담약속 이행율, 채권회수에 부정적인 영향을 미치는 것으로 나타났으며, 또한 안정형(S)의 강도가 강할수록 영업성과중 매출 종합평가, 채권회수에 부정적인 영향을 미치는 것으로 나타났다. 그러나 신중형(C)의 강도가 강할수록 영업성과중 수요예측에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, DiSC 전형적 행동유형에 따른 영업성과에도 유의한 차이가 있는 것으로 나타났다. 수요예측 실패율에서는 주도형(D)이 아주 높은 개발자형과 주도형(D)과 사교형(i)의 성향이 높은 결과지향형이 산포가 크고 평균수치가 높게 나타났다. 상대적으로 안정형(S) 및 신중형(C)성향이 높은 탐구자형과 신중형(C)만 주로 높은 객관주의형은 산포 및 평균수치가 작거나 낮게 나타났다. 채권 미회수율에서는 주도형(D) 및 사교형(i) 성향이 높은 개발자형, 결과지향형, 설득형, 촉진자형, 카운셀러형, 평가자형이 채권의 수치가 거의 없거나 평균 또는 산포가 낮게 나타났다. 위와 같은 연구결과는 선행 연구된 B2C(보험영업담당) 사례의 결과와는 상당한 차이가 있는 것으로 나나났다. 선행 연구된 대부분의 결과는 주도형(D)의 영업사원이 영업성과에 대체적으로 긍정적인 영향을 미친다고 하였다. 그러나 본 연구결과에 따르면 주도형(D)의 강도가 강할수록 영업성과에 부정적인 영향을 나타냈다. 이는 B2C영업과 B2B영업방식의 차이 및 운영적인 측면에서 상당부분 상이한 면이 있다는 것으로 해석 될 수 있다. 결론적으로 이상의 연구결과를 참조하여 B2B 영업인력 운영(채용, 배치, 훈련)시 개인의 성향 및 행동유형을 고려한다면 더욱 효율적인 인적 자원관리가 될 수 있을 것이며 또한 이를 바탕으로 인력 운영시 영업성과도 향상 될 수 있다는 점을 시사한다.
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국문 요약 ·········································································································· 1
제 1 장 서 론 ···································································································· 3
제 1 절 연구의 필요성··················································································· 3
제 2 절 연구의 목적······················································································· 4
제 2 장 연구의 이론적 고찰 ··········································································· 5
제 1 절 DiSC 행동 유형 ··············································································· 5
1. 성격 및 인간행동의 개념 및 이해 ···················································· 5
2. DiSC 행동유형의 배경 및 개념 ························································ 9
3. DiSC 행동유형의 특성 ······································································ 17
제 2 절 B2B 영업의 개념 및 영업성과 ····················································· 24
1. B2B 영업의 개념 및 이해 ··································································· 24
2. B2B 영업성과························································································· 27
제 3 장 연구 모형과 가설 설정 ····································································· 29
제 1 절 선행 연구 ························································································· 29
제 2 절 연구의 모형 ····················································································· 31
제 3 절 가설의 설정 ····················································································· 32
제 4 장 조사 및 연구 분석 ·············································································· 33
제 1 절 변수의 정의 ······················································································ 33
제 2 절 조사 개요 및 표본의 구성 ······························································· 36
1. 조사의 개요 ····························································································· 36
2. 표본의 구성 ······························································································ 37
3. 기술 통계량 분석 ····················································································· 38
제 3 절 실증 분석 ···························································································· 40
1. 분석 방법 ·································································································· 40
2. 연구 가설의 검증 ······················································································ 41
가. B2B 영업담당의 DiSC 일반유형에 따른 영업성과 차이검증 ········ 41
나. B2B 영업담당의 DiSC 유형강도에 따른 영업성과 영향검증········· 46
3. 추가분석 ····································································································· 53
가. B2B 영업담당의 DiSC 전형유형에 따른 영업성과 차이분석 ········ 53
제 5 장 결 론 ······································································································· 55
제 1 절 연구 결과 ····························································································· 55
제 2 절 연구의 시사점 및 한계 ······································································ 57
참고자료 ··············································································································· 58
Abstract ················································································································ 61
부록 Ⅰ. DiSC 유형 진단지 작성방법 ······························································ 63
부록 Ⅱ. DiSC 유형 진단지 ················································································ 64
부록 Ⅲ. PPS 진단결과 수치적용 그래프 ························································ 65
부록 Ⅳ. DiSC 유형과 영업 성과와의 회귀분석 세부결과표 ························ 66
부록 Ⅴ. DiSC 강도와 영업 성과와의 회귀분석 세부결과표 ························ 68
부록 Ⅵ. DiSC 유형의 강도지표 ········································································ 70
부록 Ⅶ. DiSC 유형별 요약표 ············································································ 71
부록 Ⅷ. DiSC 유형과 MBTI 유형비교 ···························································· 72
부록 Ⅸ. 고객 DiSC 유형별 일반적 판매전략 ················································· 73
부록 Ⅹ. 고객 DiSC 유형별 출장/방문 대응전략············································ 74
