Market and Customer Analysis for Sales Management

Abstract

The application of market and customer analysis to selling is discussed in this article. Four instruments were devised and used with three companies in order to improve the performance of their salespeople. While the needs of salespeople vary according to the company and the industry, these instruments can form the basis for organizing the activities of salespeople.     

Differences In the Importance of Selling Techniques Between Consumer and Industrial Salespeople

Abstract

The techniques involved in the personal selling process have been well documented in numerous sources over the years, but little research-based guidance has been provided to aid professional salespeople in the implementation of such techniques. The purpose of this research study is to examine the importance of 84 selling techniques, and cite the similarities and differences between consumer and industrial salespeople. The results indicate that consumer salespeople tend to rely more on other people, community contact, and standardized sales presentations than do industrial salespeople, while the latter rely more on company-supplied resources and partially standardized presentation styles.     

Moral Philosophy,Ethical Evaluations,and Sales Manager Hiring Intentions

A growing body of evidence shows an influence of moral philosophies on ethical decision-making. Despite the importance of ethical considerations in sales force selection, the influence of sales managers’ ethical evaluations on hiring practices has received scant attention. This study examines sales managers’ ideological orientations, ethical evaluations of hypothetical salespeople portrayed in scenarios, and the effect of such evaluations on the intent to hire salespeople. Results of a cluster analysis highlight that four ideology-based segments of sales managers exist, with absolutists dominating the 268 sales executives surveyed. Furthermore, it was found that ideological relativism influences managers’ judgments of ethical behavior and hiring intentions, but idealism did not play a role. In turn, ethical judgments of justness, fairness, moral rightness, and acceptability influence hiring intentions.     

A Qualitative Study of the Recruiting of Men and Women for Sales Positions in Turkey

This study examines the effects of gender on recruitment of salespeople in Turkey, an emerging economy with a male-dominated society where historical and cultural values have frequently limited women’s employment opportunities. Based on 16 interviews with male and female recruiters from four industries actively hiring productive salespeople, the study addresses gender effect on recruiting of men and women for sales positions in Turkey. The findings of this qualitative study provide an opportunity to expand our understanding of gender effects in an emerging economy.     

Evaluation of Selling Performance: A Study of Current Practices

Abstract

Performance evaluation of salespeople is particularly important in this era of escalating costs and concern with productivity. This study of 213 sales executives indicated that sales managers tended to rely on qualitative bases for evaluation, used only a narrow set of quantitative bases, and evaluated salespeople over only a narrow range of selling activities. Suggestions for improving performance evaluation are provided. Findings of the study indicate that salesforce evaluation procedures utilized in practice differ from those provided in the sales management literature.     

A Factor Analytic Study of the Personal Selling Process

Abstract

Despite the importance that personal selling plays in the marketing and promotion mixes of many firms, little research interest has focused on the function of personal selling. More specifically, no published empirical research has examined what selling techniques salespeople have in their repertoire. This article systematically describes the selling techniques salespeople use by identifying the underlying dimensions of these techniques.     

Improving the Public Acceptance of Sales People Through Professionalization

Abstract

The public acceptance of salespeople, in general, is relatively low when compared to occupations that require similar levels of education and ability. The authors present the findings of their study of a widely known sales occupation whose public acceptance has been improved through an indication of professionalization.     

The Image of the Salesperson: Prestige and Other Dimensions

Abstract

In this study the general public rated sales and other occupations on prestige and nine other attributes. It was found that the prestige of professional sales occupations was related to the attributes tested such as education. On some, but not all attributes, different sales jobs were found to vary. Differences were found in public perceptions of sales in comparison to other occupations and generally professional salespeople ranked below an engineer or physician. The image of salespersons did not involve a single stereotype. Steps that could be taken to advance the prestige of salespeople are discussed.     

It is all in good humor? Examining the impact of salesperson evaluations of leader humor on salesperson job satisfaction and job stress

Abstract

Salesperson job stress and job satisfaction have been identified as critical factors affecting job performance. Academic research suggests that sales managers can influence salesperson job stress and job satisfaction. Interestingly, a review of the sales literature finds very little research on the impact of sales leader humor usage on the stress and satisfaction of salespeople. Consequently, we explore how salespeople’s evaluation of their manager’s use of humor influences their individual levels of job stress and satisfaction. We investigate both the positive and negative roles of humor by analyzing the impact of salesperson evaluations of their managers’ use of affiliative and aggressive humor on their job stress and job satisfaction. Furthermore, we examine the mechanism by which these evaluations affect salesperson stress and satisfaction by identifying two critical mediating variables – social loneliness and willingness to cooperate. Using a sample of 299 professional salespeople, we empirically test this process model to find that affiliative humor usage by sales managers, as evaluated by salespeople, reduces social loneliness and stress for salespeople while also increasing followers’ acceptance of cooperation. Evaluations of aggressive humor, on the other hand, increase stress levels among salespeople. Both social loneliness and acceptance of cooperation, in turn, significantly affect job satisfaction.     

Drivers and outcomes of salespersons’ value opportunity recognition competence in solution selling

Abstract

In B2B markets, firms seek to provide customer solutions instead of merely selling goods or services. As boundary-spanners, salespeople are pivotal for implementing this strategic shift. Yet, extant literature provides limited insights into salesperson’s resources and competencies required for customer solutions, particularly in the early phases of solution selling. This research focuses on salesperson’s value opportunity recognition competence (VOR), which is a central requirement for salespeople to be able to navigate the early phases of solution selling. Analyzing large-scale, multi-level data of 799 salespeople and their respective sales managers in 29 sales organizations, the authors investigate the role of different salesperson resources and work environment characteristics for strengthening their VOR. The authors find that salespeople need both customer and technical knowledge, but customer knowledge is more important. Salespeople also can substitute individual technical knowledge with strong internal relations, but strong customer relations are no substitute for individual knowledge about customers’ business models and processes. Formalization turned out to be a double-edged sword in the context of VOR development, while transformational leadership has positive effects only. The findings bear concrete implications for improving the selection, training, and work environment of solution salespeople.     

Training Implications of Salesperson Influence Strategy

Abstract

Salespeople attempt to influence their customers in different ways. Depending upon the situation, some of their influence attempts are more successful than others. Therefore, salespeople should be trained to recognize key differences in the situations they face and to use those influence strategies which seem to be the most effective in dealing with the particular situations. This article identifies several types of influences used by salespeople, empirically validates their use, suggests some specific training implications related to influence attempts, and offers an operational framework within which the training may be conducted.     

A within-person theoretical perspective in sales research: outlining recommendations for adoption and consideration of boundary conditions

Abstract

In the sales literature it is standard practice for researchers to collect cross-sectional data from multiple salespeople, and to compare those salespeople on the data obtained. This between-person approach is suitable for research aiming to draw conclusions between salespeople. However, many salesperson processes are dynamic and vary within salespeople over time, requiring datasets with repeated-measures. This article highlights the need to adopt a within-person theoretical perspective in sales research. Critically, the article shows how our present understanding of boundary conditions may change depending on whether a between-person or within-person level of analysis is adopted. Using examples from the sales literature, we show how the practical implications from between-persons research designs do not necessarily generalize to the within-person level. Further, we explain the methodological and analytical considerations that researchers must account for when undertaking within-person research. Furthermore, the article provides decision criteria that help to identify when within-person analysis should be conducted, outlining analysis tools that are capable of correctly estimating within-person effects without bias. Examples of how within-person research can enhance theory within future sales research, and how within-person research may influence management implications are also discussed. Finally, potential remedies to within-person research barriers are given.     

Alcohol Abuse in the Sales Force

Abstract

Much of the literature on the problem of alcohol abuse in the nation and in the work place implies that salespeople should be particularly susceptible to problem drinking. Most discussion of alcohol abuse by salespeople has been anecdotal and speculative in nature, however, and little empirical research has been reported to support the anecdotes and speculations. This study examines the problem of sales force alcohol abuse and reports the findings of a nationwide survey of field sales managers concerning the extent of this problem in the nation's sales forces, the methods of dealing with alcohol-abusing salespeople, and factors related to problem drinking in the sales force. Implications for sales managers, sales management educators and trainers, and researchers in the field of sales and sales management are also discussed.     

Incorporating Information from Salespeople into the Marketing Planning Process

Abstract

The input of salespeople into the marketing information system is treated in this article. A model is developed to improve the relevancy of information in the communication flow. An application of the model is demonstrated, with encouraging results. Future areas of application are suggested.     

Congruence in Sales Force Evaluations: Relation to Sales Force Perceptions of Conflict and Ambiguity

Abstract

This research examined the relationship between salespersons' perceptions of role conflict and role ambiquity from various sources and the degree of agreement between salespeople and sales managers on salesperson performance. Three sources of role ambiguity were found to explain the most variance in performance congruence. Implications for management are discussed.     

The Selling Situation as a Moderator of the Personality-Sales Performance Relationship: an Empirical Investigation

Abstract

The lack of consistent success in using personality traits to predict the performance of salespeople is attributed to the cross-sectional nature of previous research. In this study, greater predictive accuracy and explanatory power is achieved when the selling situation is used as a moderating variable. The results are presented and the implications for sales force management and future research are considered.     

How to Retain Real Estate Sales People: What Things Work

Abstract

This study examines the residential real estate salesperson as one population and the real estate sales manager as a second population in an effort to identify those rewards important to successful sales and career development, as well as retention. Indepth interviews were conducted in order to provide more reliable results for this career field. It was determined that the management of real estate salespeople can be improved by focusing upon selection procedures as well as by developing a greater identification of the salesperson with the firm.     

The good,the bad and the effective: a meta-analytic examination of selling orientation and customer orientation on sales performance

The concept of customer orientation (CO) is a focal construct in marketing and sales literature. Saxe and Weitz introduced CO to contrast the traditional high-pressure approach to sales (selling orientation). This study synthesizes empirical evidence from 1982 to 2013 to provide insight into the antecedents and consequences of both CO and selling orientation (SO). A conceptual meta-analytic model based on research into interpersonal motive models is proposed and tested using effect sizes from 126,790 salesperson survey responses to advance theory development on our understanding of how SO and CO behaviours affect organizations. Findings show that adaptive selling mediates the impact of both SO and CO which has important practical implications for hiring and training salespeople. Furthermore, this study shows that goal orientations are antecedents of SO and CO and that the impact of SO on job performance varies by customer type.