The Influence of Personal Variables on Salesperson Selling Orientation |
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| Authors: | Bradley S. O'Hara James S. Boles Mark W. Johnston |
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| Affiliation: | 1. Bradley S. O'Hara is a Visiting Assistant Professor, Southeastern Louisiana University (Hammond, Louisiana) and a doctoral student in the Marketing Department at Louisiana State University, Baton Rouge. Mr. O'Hara has previous work experience in natural gas liquids sales. His primary research interests are in sales and sales management. His research has appeared in Psychology and. Marketing.;2. James S. Boles is an Assistant Professor at Georgia State University, Atlanta, Georgia. Mr. Boles has previous work experience in real estate and insurance sales. His primary research interests are in personal selling and promotion. His research has appeared in Journal of Personal Selling and Sales Management and Journal of Marketing Education.;3. Mark W. Johnston (Ph.D, Texas A&4. M University) is an Assistant Professor of Marketing at Louisiana State University, Baton Rouge. Prior to his graduate work he spent five years as a sales representative for a leading manufacturer of photographic equipment. His primary research interests are in salesforce turnover, performance and training. His research has appeared in Journal of Personal Selling and Sales Management, Journal of Applied Psychology, Journal of Business Research, International Journal of Management, among others. |
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| Abstract: | Customer oriented selling, defined as practicing the marketing concept at the level of the individual salesperson and customer (Saxe and Weitz 1982), is important in selling situations yet has received relatively little attention from marketers. As such, job tenure, gender, organizational commitment, work involvement, and supervisory support are all examined as potential antecedent variables to customer oriented selling. The study, conducted on two different samples of sales personnel, revealed that organizational commitment is significantly related to selling style. However, the significance of the other variables differed among these two groups, suggesting that the antecedents of a customer oriented selling approach may indeed be product/service specific, job specific, or some combination thereof. |
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