Relationship-Oriented Characteristics and Individual Salesperson Performance
One of the recent trends in sales research has been a growing focus on relationally based buyer‐seller interactions. Although existing sales literature is in general agreement as to the theoretical composition of buyer‐seller relationships, a lack of empirical evidence exists for the interrelationships of various aspects of relational selling (e.g. customer orientation, adaptability, and service orientation) on individual salespersons’ performance. Investigates the effect of these relational selling characteristics on the performance of individual salespeople. The results show a positive relationship exists between customer orientation and actual performance as measured by average annual sales dollars. Implications of the results for sales managers and sales researchers are discussed.
sales, sales management, personal selling, relationship marketing, channel relations
Keillor, Bruce D., R. Stephen Parker, and Charles E. Pettijohn. "Relationship‐oriented characteristics and individual salesperson performance." Journal of Business & Industrial Marketing (2000).
Journal of Business & Industrial Marketing (2000).