Salesperson Competency Development and Customer Relationship Quality in Nigerian B2B Markets

This study investigates the relationship between salesperson competency development and customer relationship quality in Nigerian business-to-business (B2B) markets, with specific reference to industrial firms operating in Nnewi, Anambra State, South East Nigeria. Nnewi, known as the industrial hub of the South East, hosts numerous manufacturing and trading firms engaged in B2B commercial relationships across automotive parts, spare parts, and light manufacturing. In B2B contexts, salesperson competency, encompassing product knowledge, negotiation skills, relationship-building ability, and technical advisory capacity, directly influences the quality of long-term customer relationships. The research adopts a descriptive mixed-method design with 100 sales managers and 140 business customers from manufacturing and distribution firms participating. Structured questionnaires measure competency development investment and relationship quality indicators including trust, commitment, and satisfaction. Analysis uses Pearson correlation and multiple regression. Preliminary findings suggest that technical product knowledge and relationship-building skills are the most critical competency dimensions for relationship quality in Nnewi's industrial B2B environment. Firms investing systematically in competency training through structured programmes report significantly higher customer trust and contract renewal rates. Recommendations address B2B sales directors, human resource managers, and commercial training institutions on designing salesperson development programmes that strengthen customer relationships and long-term revenue performance. Keywords: salesperson competency, B2B marketing, customer relationship, Nnewi, industrial marketing