TITLE

The Selling Situation as a Moderator of the Personality-Sales Performance Relationship: an Empirical Investigation

AUTHOR(S)
Avila, Ramon A.; Fern, Edward F.
PUB. DATE
November 1986
SOURCE
Journal of Personal Selling & Sales Management;Nov86, Vol. 6 Issue 3, p53
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article presents information regarding the selling situation as a moderator of the personality-sales performance relationship. Currently, businesses in the U.S. spend more than $7 billion on various personnel administration activities. Of this total, a substantial amount is spent on recruiting and training salespeople. "A Sales and Marketing Management Survey" indicated that the average cost of training for industrial salespeople is $22,480, for consumer salespeople the cost is $15,090, and in the service sector the figure is $14,720. These costs represent an overall increase of 8.5% since 1981. While some of these costs! are necessary, some may represent dollars wasted on poor hiring practices. However, little has been published to guide managers in deciding what factors are most important in selecting new salespeople and in performing specific selling tasks. The research reported herein shows that some personality characteristics have the potential for managerial use in selecting sales personnel to successfully perform specific selling tasks.
ACCESSION #
6350228

 

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