Abstract
In retrospect the history of Taiwan industry development, high-tech industry plays an important role on promoting economic growth. However, we always credit this success to R&D personnel, making a progress in science and technology, but ignored the other essential position, sales representative, who directly sold the products to consumers. The market of high-tech industry is B2B market (business-to-business), with complexity products and numerous decision players, so, in contrast to B2C sales, the B2B sales must be able to solve various kinds of problems. Meanwhile, 21st century is a knowledge based economy era that professional talents have been more valuable, so to specialize sales becomes a serious issue. This research is about top sales, which examines the effects of personal factors on sales activities by in-depth interview, a qualitative research method, which is semi-structured interview. After data analysis, the study discovered that both personality traits and personal background have effects on sales activities, and the backgrounds of companies and the kinds of products also have effects on sales activities.