Dixon, Andrea L.; Forbes, Lukas P.; Schertzer, Susan M. B.
January 2005
Journal of Personal Selling & Sales Management;Winter2005, Vol. 25 Issue 1, p67
Academic Journal
For inexperienced sales representatives, success provides an important learning opportunity from which to build confidence and hone strategies. Such learning is derived from the attributions one makes for success and how those attributions shape future behavior. This research investigates the interpretation and behavioral intentions of inexperienced sales representatives following a successful sales call using a sample of financial services representatives. Surprisingly, we found that achieving success did not assure the adoption or future use of the strategy that garnered that success. These results suggest that inexperienced sales representatives may require managerial attention to fully understand and appropriately assimilate their sales successes. Implications for managers and future research are discussed.


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