Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts,priorities, and questions

Recognizing the rapid advances in sales digitization and artificial intelligence technologies, we develop concepts, priorities, and questions to help guide future research and practice in the field of personal selling and sales management. Our analysis reveals that the influence of sales digitalization technologies, which include digitization and artificial intelligence, is likely to be more significant and more far reaching than previous sales technologies. To organize our analysis of this influence, we discuss the opportunities and threats that sales digitalization technologies pose for (a) the sales profession in terms of its contribution to creating value for customers, organizations, and society and (b) sales professionals, in terms of both employees in organizations and individuals as self, seeking growth, fulfillment, and status in the functions they serve and roles they live. We summarize our discussion by detailing specific research priorities and questions that warrant further study and development by researchers and practitioners alike.     

The sales manager as a unit of analysis: a review and directions for future research

This article analyzes empirical research in which the sales manager is the unit of analysis to determine what knowledge has been generated by sales scholars about sales managers and sales management practice. It examines what we have learned from sales managers about their jobs and themselves with particular emphasis on the managerial relevance of the work. While the sales literature is vast and despite the importance of sales managers being widely recognized and accepted, an extensive search of the sales literature identified only 163 articles in which the sales manager was the focus of empirical research about what they do. To help better understand what has been discovered, these articles are examined and categorized according to the main focus of each article's research. The results show that with respect to sales managers, our knowledge is limited and substantial opportunities exist for additional research to expand our understanding of the nature, roles, and impact of sales managers as well as providing usable advice for the practice of sales management.     

Moving beyond ethical decision-making: a practice-based view to study unethical sales behavior

Changes in the business environment are rapidly transforming sales practice and pressuring the integrity of key actors in sales. Given that unethical sales behavior is a social activity produced and reproduced by various actors in a complex sales task environment, we introduce a novel research perspective to the study of unethical sales behavior, namely a practice-based view. With knowledge from a systematic literature review and a practice-based view from organization research, we suggest that unethical behavior should be studied as a practice formed through socialization and interaction with relevant others. This view provides an important alternative as well as a complementary perspective to the ethical decision-making paradigm that has dominated the field for several decades. The study answers scholars’ recent calls to strengthen the theoretical foundation of sales ethics research and further extend its perspective toward the social context of sales. With a focus on dynamics, social relations, and the enactment of practices, the practice-based view produces new types of knowledge on unethical behavior and potential new means for addressing it. The article makes suggestions for future practice-based research and proposes several theories for use in studying unethical behavior in currently important sales contexts.     

Levels of analysis and sources of data in sales research: a multilevel-multisource review

Sales researchers are increasingly adopting a multilevel-multisource (MLMS) approach to answer many key questions involving sales managers, salespeople and customers. MLMS research involves the acquisition and analysis of data collected from two or more sources pertaining to multiple hierarchical levels and presents a number of opportunities and challenges for sales researchers to consider. The authors highlight the benefits and the drawbacks of MLMS research and describe various approaches for implementing an MLMS collection and analysis. Additionally, a review of the MLMS studies conducted in the sales domain is provided which summarizes and delineates relationships tested in the extant literature. Based on this review, the authors advance a number of underdeveloped areas of research where MLMS approaches can be applied to further the understanding of the dynamic conditions that typify sales research.     

Examining the impact of salesperson interpersonal mentalizing skills on performance: the role of attachment anxiety and subjective happiness

Due to the dynamic and interpersonal nature of selling, understanding affective and cognitive relationships and their influence on performance has gained the attention of sales scholars. Moreover, recent literature has created opportunities to study the impact of cognitions, such as salesperson theory-of-mind, on sales performance. This research develops a model involving salesperson interpersonal mentalizing skills (i.e. rapport building, detecting nonverbal cues, taking a bird’s-eye view, shaping the interactions), subjective happiness, attachment anxiety, and sales performance. Although salesforce optimization is critical in any economy, emerging economies are the growth frontier for many global companies. Using three samples from Brazil, we investigate the telecom, banking, and retail industries, providing generalizable results from one such emerging economy. We find that, in general, it is the influence of attachment anxiety and subjective happiness on interpersonal mentalizing skills which ultimately impacts sales performance. Based on these findings, we discuss several theoretical and managerial implications.     

Elaboration on potential outcomes (EPO) and the consultative salesperson: investigating effects on attributions and performance

Past work has found that salespeople make very different attributions when describing successful versus unsuccessful sales. In this article, we explore the influence of elaboration on potential outcomes (EPO), a relatively new individual-specific personality construct that has not been previously examined in the sales context. We show that salespeople's predisposition to engage in predecision elaboration on the potential outcomes of their sales activities across the sales cycle has an important impact on their selling attributions and on their performance, even after accounting for the effects of self-efficacy and trait competitiveness, two other person-specific variables that have been heavily examined in past research. Juxtaposing survey responses with objective sales performance data from 301 salespeople drawn from two sales organizations, the results show that EPO and the more heavily examined variables help to systematically explain salespeople's attributions for success but are only weakly linked to attributions for failure. Moreover, the results show that EPO itself explains a modest, but nevertheless promising, portion of variance in sales performance.     

Nonlinear analyses in sales research: theoretical bases and analytical considerations for polynomial models

Despite theoretical bases that may support nonlinear relationships, there is a relative paucity of studies testing these effects in organisational and behavioural research. Theories hypothesising linear associations among variables in sales research found to have low predictive validity are prime candidates for re-conceptualisation with theories predicting nonlinear relationships. In the sales domain, while nonlinear-oriented theories have been advanced and many nonlinear associations have been explored, myriad additional variables may possess theoretically-based nonlinear relationships with key sales-related outcomes. Further, nonlinear integration can be useful in improving linear analyses involving moderation. The purpose of this article is to expound upon and promote the utilisation of theoretically-driven nonlinear analyses in sales research. In this pursuit, the article delineates the rationale for nonlinear examinations and provides an extensive review of nonlinear research conducted in the extant sales literature. Based on this review, theoretical bases used to support nonlinear hypotheses are advanced and types of polynomial tests are identified. Additionally, guidelines in conducting and interpreting main effect and moderated polynomial analyses are provided along with future research opportunities for nonlinear analyses in sales research.     

Hybrid sales structures in the age of e-commerce

Sales organizations continue to exhibit meaningful changes in their structures during the e-commerce era. This article examines the impact of Internet technology on the evolution of sales organizations and identifies key components underpinning a successful hybrid sales structure. A comprehensive review of sales organization studies leads to the derivation of a hybrid sales structure model, as well as a series of key recommendations pertaining to the organization and sales performance. These findings establish a platform for further research into the hybrid sales structure. The transition from a reliance on traditional, outside sales forces to a concomitant use of inside sales personnel produces hybrid sales structures that can accommodate online buyer–seller interactions and also leverage technological advances in sales automation and business intelligence to boost sales performance.     

Macro sales force research

The call for more macro sales force research where the sales force as a whole is the unit of analysis, which was raised in “The Strategic Role of the Sales Force,” is revisited in this article. Technology, consolidation, government policies, the evolution of organizational strategy are dramatically changing the role of the sales force and the daily lives of salespeople. Yet, it is estimated that no more than 5%, and probably less, of sales and sales management research examines these developments. To shine a light on this, a case study of a health-care company that has changed its strategic focus from a product to a solutions provider is presented. Changes in the role of the sales force are examined within the five sales force capabilities identified in the “The Strategic Role” article. Research questions are raised about sales force capabilities.     

Sales-as-practice: an introduction and methodological outline

There are strong indications that sales practices are currently being redefined from the ground up and that many of the inherited conceptual models of selling will not hold into a future that is defined by new selling techniques and technologies. This paper introduces a research perspective that can provide an important source of insight into how sales work and salespeople are currently being reconstituted: the sales-as-practice approach. In common with ‘practice turns’ evident in other business literature, such as the recent marketing-as-practice or the by now well-established strategy-as-practice approach, sales-as-practice requires of researchers to develop a sensitivity towards salespeople's ways of doing and being in social and material contexts. While acknowledging potential limitations, we identify some significant benefits of adopting this approach for our conceptual understanding of the sales domain, particularly in understanding persistence and transformation in sales practices, in paying attention to the role of material objects in configuring these practices and in appreciating the role of such practices in producing salespeople's ways of being. Moreover, we argue that becoming more closely acquainted with sales professionals' lifeworlds can aid in bridging the perceived divide between academic and practitioner knowledge in our domain.     

JPSSM since the beginning: intellectual cornerstones,knowledge structure,and thematic developments

Bibliometric analyses are applied to 35,975 citations from 721 articles published in the Journal of Personal Selling & Sales Management, spanning the journal’s first 35 years of existence (1980–2015). For each of three time periods (1980s, 1990s, and 2000s), the sales literature’s most influential article publications are objectively identified. Multidimensional scaling is then used to identify key intellectual themes across time. Based on the citation data, historical developments in the literature regarding (1) relationship marketing, (2) sales force technology, (3) sales force control systems, and (4) salesperson role stress are traced and briefly explored in some article-level depth. Co-citation trends and recently influential papers are used to identify opportunities for future research. Altogether, this paper presents a first-of-its-kind view of sales literature’s intellectual cornerstones, knowledge structure, and thematic developments over 35 years.     

(Re) defining salesperson motivation: current status,main challenges,and research directions

The construct of motivation is one of the central themes in selling and sales management research. Yet, to-date no review article exists that surveys the construct (both from an extrinsic and intrinsic motivation context), critically evaluates its current status, examines various key challenges apparent from the extant research, and suggests new research opportunities based on a thorough review of past work. The authors explore how motivation is defined, major theories underpinning motivation, how motivation has historically been measured, and key methodologies used over time. In addition, attention is given to principal drivers and outcomes of salesperson motivation. A summarizing appendix of key articles in salesperson motivation is provided.     

Personal selling and the purchasing function: where do we go from here?

The business-to-business selling function has changed over the years, with more informed and demanding buyers, prompting firms to move toward a more consultative, solution-selling approach. While these changes have been the focus of extensive research in the personal selling and sales management domain, the customer side of the interaction dyad requires more examination. Even within the context of the customer side, insufficient attention has been paid to the purchasing function in business-to-business (B2B) selling research. Given the increased importance in customer organizations of the purchasing function, this article presents a literature review that highlights the purchasing function's personal selling and sales management needs and argues that, as the purchasing function becomes more important and its needs evolve, personal selling and sales strategies also need to evolve. The article highlights areas for future research in this domain.     

Meta-analyses in sales research

Meta-analytic inquiries enable researchers to synthesize empirical findings obtained over the evolution of a topic area and identify boundary conditions affecting the associations of key variables. Sales researchers can employ meta-analytic techniques to amalgamate empirical work conducted in a given topic area, and several sales researchers have effectively used meta-analyses to advance our understanding of the field. This article provides an exposition of this research design by analyzing its application in sales research. The authors review the meta-analytic studies in sales research and advance key considerations in topical foci, article selection, data coding and evaluation, and analytic approaches. An empirical example is provided to illustrate the power of meta-analysis in substantiating or refuting findings that diverge from accumulated insight in sales research. Results provide support for a positive effort–job satisfaction association in contrast to findings evidencing a negative association between these variables. A second empirical example is used to evaluate the nomological and discriminant validity of two related constructs: job involvement and organizational commitment. Results suggest that these two constructs may be empirically redundant. The authors also provide guidance for the future in regard to new substantive research areas, construct assessment, and additional types of meta-analytic approaches.     

Generating and sharing of market intelligence in sales teams: an economic social network perspective

In this research, we take a multimethod approach to shed light on the potential costs to sales teams that generate and share market intelligence (MI). First, we introduce an analytical model to propose the respective levels of effort that sales managers, experts, and team members spend generating and sharing MI. To test our propositions, we utilize social network data from 40 independent, business-to-business (B2B) sales teams, representing 287 salespeople. Interestingly, our results support the premise that team members become dependent (reduce MI efforts) when their sales manager or team expert shares MI among the team. We term this a “sharing tax” that sales managers and team experts pay when they share MI. Consequently, sales managers demonstrate greater MI-generation efforts the more they share MI. We also find that experts who share more (less) also show greater (lesser) MI-generation efforts, but only for teams where sales managers share low (high) levels of MI. In summary, our research innovatively conducts an empirical test of the Nash Equilibrium pattern of sales team effort to show that two critical team members, the sales manager and expert, are at a disadvantage when they share valuable MI.     

Sales manager cost control engagement: antecedents and performance implications

Many organizations face competing agendas by which they are expected to simultaneously grow sales output while controlling associated costs. At the interface of this organizational pressure and the sales force’s implementation of such initiatives is the sales manager. However, questions with significant implications remain regarding how a sales manager’s requisite engagement with cost control affects sales performance. To address this issue, the authors conceptualize and operationalize the notion of sales manager cost control engagement. Results from a survey of 178 business-to-business sales managers show the antecedent and consequence effects of sales manager cost control engagement. A variety of organizational factors are shown to effectively direct the sales manager’s attention to cost control, which in turn has a positive impact on cost-related sales performance. These findings add to an emergent body of research aimed at understanding key skills required of sales managers for driving sales performance as well as provide a novel perspective for sales managers to consider when balancing pressures between cost inputs and sales outputs. Several theoretical and managerial implications are offered, as are future research directions.     

Improving online panel data usage in sales research

The exponential expansion of the Internet has fundamentally altered the nature of personal selling and sales management. The Internet has also created significant change for sales researchers and proffered a bevy of new means of conducting research. Online panel data collection is one such means that has recently proliferated. Online panel data collection imbues a host of advantages sales researchers may reap. However, there are a proportionate number of disadvantages and concerns with collecting and using this type of data. This article delineates said benefits and drawbacks and also provides a review of recent sales-related examples employing this method of data collection. Furthermore, key considerations in utilizing online panel data are advanced. Importantly, several ways to maximize the benefits and minimize the drawbacks inherent to online panel data are provided. This article aims to provide a resource for sales scholars in optimizing their usage of online panel data.