Salesperson time perspectives and customer willingness to pay more: roles of intraorganizational employee navigation,customer satisfaction,and firm innovation climate

This research aims to fill a critical gap in the sales literature by proposing a relationship-based model of customer willingness to pay more, involving salesperson time perspectives (i.e., long-term perspective and short-term perspective), intraorganizational employee navigation, and customer satisfaction with the salesperson. We also examine the moderating role of firm innovation climate. Multisource survey data were collected from 204 salespeople in a business-to-business sales context along with external ratings from customers of these salespeople three months later. The findings indicate that both long- and short-term perspectives have positive effects on intraorganizational employee navigation and customer satisfaction, which, in turn, positively affect customer willingness to pay more. In addition, short-term perspective has a stronger impact than long-term perspective on intraorganizational employee navigation. Further, the effect of long-term perspective on customer satisfaction is strengthened by the innovation climate of the firm, whereas the effect of short-term perspective on customer satisfaction is weakened by it.     

Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing

Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople's motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople's relationships with their private brands can be influential in increasing their selling motivation and organizational commitment. Toward this end, our study first identifies the three important dimensions of salesperson–brand relationship (affect, trust, perceived customer recognition due to the brand) and develops their measures. Second, the findings show that salesperson–brand relationships, which exist between the retail frontline employees and retailers’ private brand, strongly influence sales motivation and firm commitment with a moderating influence of role clarity regarding management's expectations from its salespeople.     

The risky side of inspirational appeals in personal selling: when do customers infer ulterior salesperson motives?

In personal selling, the inspirational appeal (IA) is a widely promoted tactic that aims at stimulating customers' values and ideals, thereby evoking emotions and arousing their enthusiasm for a product. However, whether IAs in fact improve or undermine salespeople's success in sales talks remains controversial. Therefore, this study examines consequences and key contingencies of IAs in customer–salesperson interactions in a retailing context, using multisource data from several retailing industries for three quantitative studies, comprising a total sample of 590 customer and 174 salesperson responses. Drawing on the Multiple Inferences Model (MIM), the authors show that an IA is likely to drive the customer's inference that the salesperson holds ulterior motives. IAs seem to be particularly detrimental for salespeople with a lack of customer orientation. Beyond expanding research on influence tactics and the ambivalent role of IAs in retailing interactions, these findings can guide practitioners about when to refrain from using an IA.     

Selling behaviours and sales performance: the moderating and mediating effects of interpersonal mentalizing

A random sample of independent insurance agents was surveyed to explore the relationships among learned behaviours, such as, adaptive selling and customer orientation and personal dispositions, such as, interpersonal mentalizing in predicting sales performance. The primary focus of this research was to reexamine salespeople's theory of mind in a broader theoretical base of human abilities. The results confirmed that the dimensions of interpersonal mentalizing, such as, taking a bird's-eye view, shaping the interaction by creating a positive ambience, detecting nonverbal cues and rapport building have different roles for the effectiveness of selling behaviours. While taking a bird's-eye view was a moderator, creating a positive ambience was a mediator of the relationship between selling behaviours and performance. Furthermore, salespeople's ability to build rapport improved sales performance only when they were able to detect nonverbal cues from customers. Taken together, these findings shed light on the complementary role of autonomous abilities of salespeople in improving the productivity of their learned selling behaviours. Several managerial implications were derived from the findings.     

Effect of salespeople's acquisition–retention trade-off on performance

This research examines the impact of the acquisition–retention resource allocation at the individual salesperson level – that is, the proportion of their time dedicated to acquisition versus retention activities – on their sales performance. We extend prior research that investigates the acquisition–retention trade-off below (i.e., customer value approach) or above (i.e., firm portfolio approach) the salesperson's perspective by also incorporating many ‘within-firm’ factors that are critical to capturing the contingent nature of the allocation decision. The results suggest that firms can double their sales gains by implementing a trade-off strategy that customizes the acquisition allocation at the salesperson level. Using matched triadic data gathered from 227 salespersons, 106 supervisors and the seller's database, the authors find an inverted U-shaped linkage between the proportion of time allocated to acquisition activities and sales performance. Moderation analyses show that salespeople's optimal acquisition allocation depends on their knowledge breadth and job commitment, their supervisor's experience and job commitment and the quantity and quality of the prospects in their relationship portfolio.     

The Role of Trust in Salesperson—Sales Manager Relationships

Leader-Member Exchange Theory (LMX) offers a way to better understand nuances of the salesperson-sales manager relationship. The study reported here employs leader-member exchange theory to evaluate how sales employees develop trust with their managers. Findings show that salespeople's perceptions of procedural justice positively influence salespeople's commitment to the organization, and thereby their satisfaction with the job. Suggestions are provided concerning how sales organizations can train managers to manage consistently and thereby build trust and commitment in salespeople.     

Leader Behavior,Work-Attitudes,and Turnover of Salespeople: An Integrative Study

Data were collected from the national field sales force of a major consumer goods manufacturer. The study develops a structural model of salespeople's perceptions of their supervisors' behaviors (i.e., leadership consideration and leadership role clarity), and the influence of supervisors' behaviors on the sales force's role perceptions, job anxiety, job satisfaction, propensities to leave and actual turnover. The study integrates previous research regarding sales force turnover to form the underpinning for the relationships between the constructs, and finds empirically that sales managers' leadership behaviors directly and indirectly influence job satisfaction, which influences salespeople's propensity to leave the organization and actual turnover.     

Supervisory Orientations and Salesperson Work Outcomes: The Moderating Effect of Salesperson Location

Although a growing number of companies have salespeople stationed at a site other than their supervisors' (i.e., are remotely located), relatively little attention has been paid in the literature to the differences between managing co-and remote located salespeople. Accordingly, we test the moderating effect of salesperson location on the relationships between three supervisory orientations—output, activity, and capability—and salesperson satisfaction with supervisor and performance.

The results show that salesperson location moderates the relationship between supervisory activity orientation and satisfaction such that activity orientation has a positive effect on the satisfaction of remote located salespeople, but a negative effect on the satisfaction of co-located salespeople. We find that end-results orientation is positively related to the satisfaction of co-located salespeople but not of remote located salespeople. Finally, supervisory capability orientation is positively linked to the performance of co-located salespeople but not of remote located salespeople. The results provide guidance for sales managers about how to structure their interactions with remote and proximally close salespeople.     

Influencing the salesforce through perceived ethical leadership: the role of salesforce socialization and person–organization fit on salesperson ethics and performance

With today's emphasis on building strong customer relationships in the business-to-business sales environment, appropriate leadership is necessary to instill ethical and provide the proper guidance among employees to ensure ethical decision-making and improve sales performance. This research examines the role of perceived ethical leadership as it relates to both formal and informal marketing control mechanisms (i.e. salesforce socialization) that influence person–organization fit, and how this fit relates to salesperson unethical intent and performance. Results from a study of 408 business-to-business salespeople suggest that perceived ethical leadership both directly, and indirectly via salesforce socialization, affects salesperson ethical values person–organization fit, which in turn affects salesperson performance. Based on these findings, both theoretical and managerial implications are provided, as well as directions for future research.     

A Commentary on 'Exploring the Nature of Human Resource Developers' Expertise"

Previous research has shown that organizational identification (OI) of leaders is positively related to employee OI and, in turn, linked to positive behaviours of employees towards the organization. In the present study, we argue that leader OI does not only affect variables at the employee level but, through its influence on employees, also contributes to important customer outcomes (i.e., customer satisfaction, customer loyalty, and customer recommendations). Drawing on self-concept based theories of leadership effectiveness and insights from service linkage research, the present article proposes that OI plays an important role in these influence processes. Additionally, the article delineates the behavioural and psychological variables that intervene employee OI and customer outcomes. More specifically, we suggest that leader OI is positively related to follower OI, which results in customer-oriented service behaviour. Customer orientation, in turn, should positively affect customers' identification with the organization and, ultimately, result in customer satisfaction, customer loyalty, and customer recommendations. Results of a multilevel field study using data from leaders, employees, and customers provide support for our theoretical model.     

The role of delight in driving repurchase intentions

A channel differentiator for brick-and-mortar retail stores is the availability of salespeople to assist customers directly in their purchase decision. This research considers two aspects of customer interactions with retail salespeople that lead to perceptions of extraordinary service and enhance repurchase intentions: customer comfort and salesperson expertise. Retail customers desire value-added informational assistance from the salesperson to minimize ambiguity associated with the product and to reduce the risk associated with a purchase decision. A retail salesperson needs to make customers feel comfortable so that the customer will share specific needs during the interaction, and the salesperson can recommend appropriate products and services. Our findings reveal that while both customer comfort and salesperson expertise positively influence satisfaction with the salesperson and customer delight, only customer delight leads to repurchase intentions. While satisfaction is a commonly asserted goal for retailers; the present research suggests that in a transaction-based environment, elevated emotions such as customer delight represent a more powerful predictor of repurchase intentions. This research provides evidence of trainable salesperson behaviors that enhance customer perceptions of extraordinary service and offer firms an opportunity for significant performance gains.     

Salesperson ambidexterity and customer satisfaction: examining the role of customer demandingness,adaptive selling,and role conflict

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.     

An Applied Analysis of Buyer Equity Perceptions and Satisfaction with Automobile Salespeople

General measures of buyer equity perceptions and disconfirmation have been shown to influence satisfaction with and intention towards the salesperson. In this article, specific and thus controllable salesperson and customer equity-related behaviors are shown to be related to satisfaction and intention. In addition, while the general public image of salespeople is thought to be poor, the present study found that buyers rated their salesperson favorably. The results have important implications concerning the public's image of salespeople.     

Testing Competing Models of Sales Force Communication

Based upon findings from the organizational communication, management, and marketing literatures, this study evaluates three competing models describing sales force communication. The results of the analysis suggest that the theorized PEO (Sales Manager Communication Practices? Sales Force Communication Environment? Salesperson Communication and Job Outcomes) Model best accounts for the relations between sales manager communication practices and salesperson communication and job outcomes. Specifically, the PEO Model holds that sales manager communication practices are positively associated with salesperson perceptions of communication quality. Communication quality is positively associated with salesperson satisfaction with communication; salesperson communication satisfaction is positively related to salesperson's job satisfaction and organizational commitment. These results and their implications for developing an effective sales force communication environment are detailed.     

Gratitude in buyer-seller relationships: a dyadic investigation

In addressing the call for research to understand affect in sales, this research uses moral affect theory and literature on emotional contagion to examine the effects of salesperson gratitude and customer gratitude on downstream relationship outcomes. The findings of this work suggest that salesperson prosocial behaviors account for the positive association between salesperson gratitude and customer gratitude. These prosocial behaviors – information sharing and extra-role behaviors – combined with customer gratitude serve as explanatory mechanisms for the positive effects of salesperson gratitude on customer commitment, which is an important result of buyer-seller interactions and an essential component of long-term relationships. Further, this research finds that salesperson extra-role behaviors and relationship length interact such that salesperson extra-role behaviors cultivate customer gratitude within developing and established relationships, but that these behaviors are particularly beneficial for less mature relationships. Understanding the role of salesperson gratitude and customer gratitude in driving relational outcomes contributes to both a theoretical understanding of the role of affect in sales and practical applications of emotions within buyer-seller relationships.     

How the Performance of Mentoring Activities Affects the Mentor's Job Outcomes

Peer mentoring occurs in a sales force when a more experienced salesperson (mentor) takes responsibility for the development and guidance of a less experienced salesperson (protégé). Few studies have examined how this work relationship affects the mentor. This study explores the relationships between the mentoring activities performed by the mentor and the benefits that are achieved for the mentor. Data was collected from real estate salespeople who indicated they were serving as mentors. The exploratory findings demonstrate that the different activities performed by a mentor could affect the benefits received by the mentor. For example, providing a protégé with exposure to others in the organization rejuvenates the mentor's career and improves some aspects of the mentor's satisfaction. Helping the protégé with his or her selling skills has a positive impact on several aspects of the mentor's own performance. Results help explain why an experienced salesperson might choose to mentor.     

Antecedents and consequences of salesperson identification with the brand and company

To date, little research has investigated the antecedents and implications of salespersons' identification with the brands and the companies they represent. As the nature of the selling job is unique from other inside employee positions, with increased independence of the firm and loyalty that may be expanded to the customers rather than the firm itself, an investigation of this phenomenon within the sales context holds significant implication for sales force management. The salesperson also represents an extension of the marketing communication programme of the firm and thus has direct bearing on how the company and brand image are communicated to the customer. Therefore, the purpose of our paper is to hypothesize and empirically test the notion that higher levels of perceived congruence between a salesperson's own values and those values of the brand and company he or she represents will lead to higher brand identification and company identification which in turn should create higher job satisfaction, commitment and performance. We discuss our results and offer practical insights to sales managers. Further, we discuss limitations of our study and provide directions for future research.     

The 30‐Sec Sale: Using Thin‐Slice Judgments to Evaluate Sales Effectiveness

A successful sale depends on a customer's perception of the salesperson's personality, motivations, trustworthiness, and affect. Person perception research has shown that consistent and accurate assessments of these traits can be made based on very brief observations, or “thin slices.” Thus, examining impressions based on thin slices offers an effective approach to study how perceptions of salespeople translate into real‐world results, such as sales performance and customer satisfaction. The literature on the accuracy of thin‐slice judgments is briefly reviewed. Then, 2 studies are presented that investigated the predictive validity of judgments of salespeople based on thin slices of the vocal channel. Participants rated 20‐sec audio clips extracted from interviews with a sample of sales managers, on variables gauging interpersonal skills, task‐related skills, and anxiety. Results supported the hypothesis that observability of the rated variable is a key determinant in the criterion validity of thin‐slice judgments. Implications for the use of thin‐slice judgments in salesperson selection and customer satisfaction are discussed.     

Research Note: An Exploratory Analysis of Salesperson Perceptions of the Criteria Used in Performance Appraisals,Job Satisfaction,and Organizational Commitment

In some sales organizations the performance appraisal is treated as a bureaucratic exercise required by some “higher-up” executive. As such, sales managers may essentially conduct appraisals in an arbitrary and perfunctory manner. This behavior could be the result of the manager's perception that conducting performance appraisals requires considerable amounts of time and effort, which provides few rewards, but adds considerably to the manager's level of conflict and stress. The purpose of this research is to examine the relationships existing between one aspect of performance appraisals, salesperson perceptions of the appropriateness of the criteria used, and two other variables, organizational commitment and job satisfaction. A survey of retail salespeople provided the data required to evaluate the relationship between satisfaction, commitment, and the perceived appropriateness of the criteria used. The findings indicate that salesperson satisfaction levels are significantly correlated with the level of the perceived inappropriateness of the evaluation criteria used. However, the findings also indicate that the perceptions of the inappropriateness of the evaluation criteria are not significantly related to the salesperson's level of organizational commitment. Based on these findings, recommendations are made regarding the salesperson's role in the development of the performance appraisal process.     

Team Proactivity as a Linking Mechanism between Team Creative Efficacy,Transformational Leadership,and Risk‐Taking Norms and Team Creative Performance

Despite the growing body of research on creativity in team contexts, very few attempts have been made to explore the team‐level antecedents and the mediating processes of team creative performance on the basis of a theoretical framework. To address this gap, drawing on Paulus and Dzindolet's (2008) group creativity model, this study proposed team creative efficacy, transformational leadership, and risk‐taking norms as antecedents of team creative performance and team proactivity as an intervening mechanism between these relationships. The results of team‐level regression analyses conducted on the leaders and members of 103 Korean work teams showed that team creative efficacy and risk‐taking norms were positively associated with team creative performance. Furthermore, the relationships between team creative efficacy and team creative performance and between risk‐taking norms and team creative performance were mediated by team proactivity. These findings offer new insights regarding the antecedents and the mediator of creative performance in team contexts and important implications for theory and practice.