The Impact of Zodiac Signs on Sales Performance and Turnover Rates: A Case Study of Kinlong Hardware in China

As a senior executive at a Chinese company included in the MSCI Index, the author considered the personality mix of marketing personnel when recruiting, aiming to balance performance and stability. In practice, I found that the performance of marketing personnel is closely related to their zodiac signs, although biases from senior management, particularly in HR, had to be carefully mitigated to ensure objective results. Salespeople with fire signs and other extroverted signs often perform better but are also more impulsive, easily influenced by external environments, and more likely to leave. We collected sales personnel data from the company’s Oracle database from 2014 to 2023, with a valid sample size of 9,291 people, using the logit model and OLS model to explore the performance and stability of employees with different zodiac signs. Results show that, holding other factors constant, extroverted signs have a 2.37% higher probability of turnover and an 8.00% higher average performance than introverted signs. This data, while novel, is framed within the limitations of using zodiac signs as a proxy for personality traits, a subject where more established scientific literature is lacking. We recommend that companies configure their sales teams with 60% extroverted personnel to drive innovation and 40% introverted personnel to ensure team stability.