ABSTRACT

Is an effort to improve sales performance and sustainable competitive advantage, small bussines or SMEs are required to improve the ability of marketing communications through the development of intellectual,emotional,and spiritual quotient and selling ability as basic capital to win the market. The awareness and the importance to having a mindset for salesperson,especially the role of human as determinant factors of succes or failure of SMEs is the purpose of this research. The object of this research is the woven and Batik sarong in Central Java province. Samples are business actors in 5 district or cities of Boyolali, Sukaoharjo, Pekalongan, Kudus, and semarang. 100 respondents are selected by using the Partial Least Square (PLS) method. The result of this research indicates that the Intellectual, Emotional and Spiritual Quotient Significantly influence personality. Whereas the intellectual and emotional Quotient play a significant role on it. Personality and selling ability have significant influence toward salesperson performance and salesperson performance has significant influence on competitive advantages.

Keyword: Intelligence Quotient, Emotional Quotient, spiritual Quotient, selling ability, competitive advantages.

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