This study examined the influence of self-awareness on sales reps’ performance. The survey research method was adopted for the study on a population comprising twenty five (25) insurance firms in Port Harcourt. The simple random sampling technique was adopted and executives (marketing manager, customer relationship manager and supervisors) and six (6) staff was drawn from each of three departments of these insurance companies to serve as test units. A total of 225 respondents thus participated in the study. However, data discerned from 200 copies of questionnaire were utilized in the final analyses. These 200 copies of questionnaire represents 98 per cent response rate. A 5-point Likert-scale questionnaire served as the research instrument. The study adopted descriptive statistics and simple regressions statistics to examine the influence of self-awareness on sales reps’ performance. The results showed that self-awareness has a moderate, positive and statistically significant influence on customer expansion, but a strong, positive and statistically significant influence on customer service. The study concludes that self-awareness drives performance of sales reps of insurance firms in Port Harcourt, and recommends that managers of insurance firms in Port Harcourt that desire to spur improved performance of salespeople should orchestrate learning opportunities that enable them improve self-awareness.
Keywords: Customer expansion, insurance firms, sales representatives’ performance, self-awareness