The Congruence of Manager Perception of Salesperson Performance and Knowledge-Based Measures of Adaptive Selling

Anglin, Kenneth A.; Stolman, Jeffrey J.; Gentry, James W.
September 1990
Journal of Personal Selling & Sales Management;Fall90, Vol. 10 Issue 4, p81
Academic Journal
The article presents an exploratory examination of the possible relationships between managerial perceptions of sales performance and salespersons' practice of adaptive selling as reflected in their cognitive sales scripts. Given the conceptualization of adaptive selling, positive relationships between sales performance evaluation dimensions and salesperson adaptive selling capabilities would be expected. Based on both the correlation analysis and the examination of the actual script-based selling behaviors employed by high and low performers, tentative support for the proposition that high performers would engage in adaptive selling behaviors was obtained. This study reports empirical support for the notion that sales performance is related to adaptive capability. Sales managers should be encouraged to identify the performance dimensions and adaptive behaviors which are most likely to be related. Once these phenomena are delineated, sales management not only could be expected to diagnose salespersons adaptive selling likelihood more accurately, but also they could provide salespeople with more productive adaptive selling guidance.


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