Sales Success as Predicted by A Process Measure of Adaptability

Carolyn E. Predmore · Joseph G. Bonnice

35 citations0/0 files storedJournal of Personal Selling and Sales Management

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Abstract

Previous studies of sales performance have not used process measures to evaluate the sales interaction as it occurred. The purposes of this paper are to propose the use of a process measure of adaptability and to determine whether observed adaptability behaviors could predict sales success. Salespeople's observed adaptability was positively related to two measures of sales success in a sample of telemarketing sales representatives.A process measure of adaptability could be used to facilitate the selection of sales trainees by encouraging marketers to hire people who exhibit more adaptability during interactions. Sales training could also be used to teach current salespeople to adjust their dominance levels in order to project more adaptability in sales interactions.

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References

1969Pragmatics of Human Communication: A Study of Interactional Patterns, Pathologies, and Paradoxes.1986Knowledge, Motivation, and Adaptive Behavior: A Framework for Improving Selling Effectiveness 1985The Determinants of Salesperson Performance: A Meta-Analysis 1990Adaptive Selling: Conceptualization, Measurement, and Nomological Validity 1958Naven 1981Effectiveness in Sales Interactions: A Contingency Framework 1967Pragmatics of Human Communication: A Study of Interactional Patterns, Pathologies, and Paradoxes.1990Adaptive Selling: Conceptualization, Measurement, and Nomological Validity

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2013An examination of the effects of adaptive selling behavior and customer orientation on performance of pharmaceutical salespeople in an emerging market 2016Role of adaptive selling and customer orientation on salesperson performance: Evidence from two distinct markets of Europe and Asia

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