The direct effect of B2B sellers' skills on relative and absolute sales performance: a dual measurement approach

Rodriǵuez, Rocío Serrano; Høgevold, Nils M.; Neira, María del Carmen Otero; Svensson, Göran

doi:10.1108/jocm-03-2022-0083

Cited by 5 publications

(8 citation statements)

References 74 publications

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“…This objective and subjective dual measurement was recently used by Høgevold et al (2021) and Rodriguez et al (2022aRodriguez et al ( , 2022b in the context of product-oriented business companies in Norway. For this present work, we follow a similar approach by considering the service business.…”

Section: Framing and Assessing Sales Performancementioning

confidence: 99%

“…Thus, it allows salespeople to be more efficient in their sales interactions and increase their SP (Ahearne and Schillewaert, 2000;Basir et al, 2010;Chawla et al, 2020;Ingram et al, 2004;Futrell, 2006;Kwak et al, 2019;Miao and Evans, 2012;Ohiomah et al, 2019;Punwatkar and Varghese, 2014;Rom an and Munuera, 2005;Wachner et al, 2009). All in all, these three elements of salespeople's skills are considered important drivers of SP, and sales research has probed these relationships (Herjanto and Franklin, 2019;Høgevold et al, 2021;Miao and Evans, 2012;Ohiomah et al, 2019;Rodriguez et al, 2022b;Wachner et al, 2009). Nevertheless, work Sales performance skills such as Plouffe et al (2009) found that this impact changes, depending on the performance measure used, either objective or subjective, i.e.…”

Section: Proposed Model and Hypothesismentioning

confidence: 99%

“…However, there is neither consensus in the literature nor empirical findings in research that truly makes clear the role played by salespeople’s skills in SP. In truth, sales research has recognized that part of this problem can be due to the lack of a clear measure of SP (Holmes and Srivastava, 2002; Høgevold et al , 2021; Limbu et al , 2016; Park and Holloway, 2003; Rodriguez et al , 2022b).…”

Section: Proposed Model and Hypothesismentioning

confidence: 99%

“…From the first research studies, it was stablished that seller skills influence performance (Amor, 2019; Basir et al , 2010; Bergeron and Laroche, 2009; Chawla et al , 2020; Drollinger et al , 2006; Futrell, 2006; Griffith, 2002; Herjanto and Franklin, 2019; Høgevold et al , 2021; Ingram et al , 2004; Kahle, 2009; Manna and Smith, 2004; Román and Iacobucci, 2010; Rodriguez et al , 2022a, 2022b; Wachner et al , 2009).…”

Section: Research Implicationsmentioning

confidence: 99%

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Salespeople’s sales performance skills in B2B of services firms – a cross-industrial study

Høgevold,

Rodriguez,

Svensson

et al. 2023

EBR

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Purpose This study aims to examine the role of salespeople’s skills in relative and absolute SP in business-to-business (B2B) settings of services firms. This conceptual logic reported in meta-analytical works, that salespeople’s skills relate directly to their sales performance (SP), is questioned. Design/methodology/approach his research relies on existing theory and previous studies on SP drivers and SP measures. The literature identifies a set of common denominators on the role of salespeople’s skills regarding their SP, all of which are tested in this study. Based on a deductive approach and questionnaire survey, 732 service firms in Norway were targeted. A total of 389 questionnaires were returned, generating a response rate of 53.1%. Findings A total of 10 out of 12 hypothesized relationships in the research model dealing with the relationship between SP drivers and SP turn out to be non-significant. The hypothesized relationship in the research model between relative and absolute SP is also supported. Research limitations/implications The results reported in this study, based on a large sample of service firms, empirically confirm that the direct effect is generally overestimated. Empirical evidence is provided that sheds additional light on the role of salespeople’s skills in relative and absolute SP in B2B settings of services firms. Practical implications This study offers meaningful and relevant insights into the monitoring of SP drivers to practitioners in B2B sales settings of services firms. Salespeople need to learn about gathering knowledge in training programs about each customer and their specific situation. Firms should strive to recruit salespeople who possess the appropriate skills, taking into consideration their customers and specific situations related to them, such as experiences from competitors. Salespeople may be organized around similar customers and similar customer situations, rather than geographical assignments. Originality/value Overall, this research contributes insights into the role played by salespeople’s skills in relative and absolute SP in B2B settings of services firms. In particular, the research contributes additional insights into the non-existent role of interpersonal presentation and communication skills, adaptiveness of sales approach and sales behavior skills and product/technology-related knowledge skills in salespeople’s relative and absolute SP in B2B settings of services firms.

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Section: Framing and Assessing Sales Performancementioning

confidence: 99%

Section: Proposed Model and Hypothesismentioning

confidence: 99%

Section: Proposed Model and Hypothesismentioning

confidence: 99%

Section: Research Implicationsmentioning

confidence: 99%

See 2 more Smart Citations

Salespeople’s sales performance skills in B2B of services firms – a cross-industrial study

Høgevold,

Rodriguez,

Svensson

et al. 2023

EBR

View full text Add to dashboard Cite

show abstract

“…Nevertheless, more research on the issue is needed (Kwak et al ., 2019; Ulaga and Kohli, 2018). Several scholars have called for an increase in research-based knowledge on B2B seller skills and their effect on sales performance (Rodriguez et al ., 2022a), since it appears to be: “… the most important predictor of sales performance … ” (Rentz et al ., 2002, p. 13).…”

Section: Introductionmentioning

confidence: 99%

Benchmarking meta-analytical conceptualizations of B2B seller skills against empirical evidence in services firms

Høgevold

Rodriǵuez

Neira

et al. 2023

BIJ

Self Cite

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PurposeThe purpose of the study was to benchmark meta-analytical conceptualizations of business-to-business (B2B) seller skills against empirical evidence in services firms.Design/methodology/approachThe study is based on a deductive approach and questionnaire survey focusing on a range of services firms from different industries and corporate sizes. A total of 389 questionnaires out of 732 were returned, generating a response rate of 53.1%.FindingsThe study aims to provide empirical evidence and structures relating to B2B sellers' capabilities in a seven-dimensional conceptualization, all of which can be used in services firms to improve their seller efficiency. Each seller skill dimension performs a different function in the sales services process.Research limitations/implicationsThe authors conclude that the verified meta-analytical conceptualizations of B2B seller skills seem valid and reliable in services firms. Nevertheless, further research needs to be carried out, based on other company characteristics as well as industries.Practical implicationsIt reduces the risk perceived by customers in B2B services settings through cultivating the sellers' capabilities, based on the seven-dimensional evidence of seller skills to enhance sales performance.Originality/valueThe study contributes to existing theory and previous studies by offering a foundation on which to structure sales performance indicators in services firms. Specifically, it contributes to structuring B2B seller skills across a selection of principal dimensions in B2B services settings.

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The Role of Digital Communication Technologies Through Customer and Market Knowledge in B2B on Sales Performance and Satisfaction

Høgevold,

Rodriguez,

Otero-Neira

et al. 2024

Journal of Business-to-Business Marketing

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The direct effect of B2B sellers' skills on relative and absolute sales performance: a dual measurement approach

Cited by 5 publications

References 74 publications

Salespeople’s sales performance skills in B2B of services firms – a cross-industrial study

Salespeople’s sales performance skills in B2B of services firms – a cross-industrial study

Benchmarking meta-analytical conceptualizations of B2B seller skills against empirical evidence in services firms

The Role of Digital Communication Technologies Through Customer and Market Knowledge in B2B on Sales Performance and Satisfaction

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