Promotional Strategies, Selling Competencies and Financial Management of Micro Small And Medium Enterprises: Basis for Sales Performance Framework

This study aimed to determine the effect of promotional strategies, selling competencies, and financial management on the sales performance of Micro , Small and Medium Enterprises included in DTI’s One Town One Product (OTOP) program in Region 4A, which will serve as the basis for the sales performance improvement framework.. 388 MSMEs were given survey questionnaire sent via email , google forms and manual distribution wherein which, 306 responded. Gathered data were evaluated using a quantitative-descriptive method. “Frequency distribution”, “Weighted mean”, “Pearson– Product Moment Correlation”, “Regression Analysis”, and “Analysis of Variance (ANOVA)” were all used in the data analysis. Findings revealed that promotional strategies, selling competencies, and financial management have positive significant effects on the sales performance of OTOP assisted MSMEs in Region 4A. Further, there are significant differences in the effect of promotional strategies, selling competencies and financial management on sales performance considering business profile. A modest link exists between the effect of promotional strategies and MSMEs’ selling competencies, between promotional strategies and financial management and between selling competencies and financial management on sales performance. Finally, the researcher advised the development and implementation of a comprehensive workshop focusing on the synergy of promotional strategies, selling competencies, and financial management to increase sales performance.

Keywords – financial management, promotional strategies, selling competencies.