Effekten av KBT-baserad coaching på säljstil, säljförmåga och arbetsprestation hos säljare.

Abstract

The purpose of the study was to examine the possible effects of psychologically based coaching on sales factors and work performance of salesmen working at a major telecommunication company in Sweden. Six of the participants received cognitive behavior therapy (CBT) based coaching and the remaining six participants comprised the control group. The Sales Orientation Customer Orientation SOCO and Selling Skills questionnaires were used to study selling orientation and selling skills respectively and manager ratings were used to study participant work performance. All studied variables were measured before and after coaching. The results show that the participants exhibited significantly higher selling skills and work performance over time. The participants estimated that they were more knowledgeable regarding their products and competitors, were better able to present their products and their managers estimated that their work performance was higher. The results also indicate that the observed changes probably are not caused by the method of coaching. The positive development in selling skills and work performance observed in the both groups of participants indicate that the positive effects observed are due to common causes such as seasonal effects, intervention effects or other group specific causes. The study is the first to empirically investigate the effects of coaching on selling orientation, selling skills and work performance in salesmen.

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