CHAPTER 2LITERATURE REVIEW2.1 IntroductionThe purpose of this research is to examine the factors influencing salesperson performance among salespeople in Global Electromech (M) Sdn. Bhd.. The variables chosen in this research are gender, perceived trust, perceived adaptive sales performance and perceived product competence. The literature review will be used to develop a theoretical framework for this study. 2.2 The concept of seller performance Sales occur when the seller or owner of the good performs an activity that involves the sale of products or services in exchange for money or other benefits. The sales department plays an important role in increasing and maintaining sales performance. Normally, they use promotional tools such as advertising, sales promotion, direct marketing, public relations and personal selling (Pendhakar and Pandey, 2008). In this research, we are highlighting personal selling as the most effective tool that can influence sales performance. According to Pendhakar and Pandey (2008), the area of ​​sales activities) Sales planning, forecasting and budgetingb) Sales force developmentc) Designing the sales territoryd) Sales force traininge) Motivating and leading the sales forcef) Compensating for sales forceg) Evaluate the performance of the sales forceh ) Sales reportIt is proven that the salesman is an important agent in the organization. The sales manager must train, motivate, guide, compensate and evaluate the salesperson to ensure that sales performance improves. Based on Anderson and Oliver in Zalocco, Pullin, and Mallin (2011), sales performance is evaluated based on unit sales and immediate revenue customer loyalty, customer satisfaction, long-term relationship management, and customer… ... middle of paper ......person: An Integrative Review and Meta-Alysis of the Empirical Literature. Journal of Business Research 44, pages 93-107. Palmer, A. & Bejou, D. (1995). The effect of gender on the development of relationships between clients and financial advisors. International Journal of Banking Marketing, page 18-27Dion, P. A., Easterling, D. & Javalgi, R. (1997). Women in the business-to-business sales force: Some differences in performance factors. Industrial Marketing Management, page 447-457Siguaw, J. A., & Honeycutt, E. D. (1995). An examination of gender differences in sales behaviors and work attitudes. Industrial Marketing Management, pages 45-52. Reeves, H., & Bade, S. (2000). Gender and development: concept and definition. BridgeDevelopment-Gender, pages 8-9. Esplen, E., & Jolly, S. (2006). Gender and sex: an example of definition. BridgeDevelopment-Genre, pag 2.