SOCO's impact on individual sales performance: The integration of selling skills as a missing link

Conventional wisdom suggests that a customer orientation is a vital cornerstone upon which the success of salespeople is predicated in terms of serving their customers and prospects. However, at a pragmatic level, not all salespeople practice a customer-oriented philosophy in their day-to-day selling. In fact, decades of sales research provide largely inconclusive results with respect to individual salespersons' customer orientation and performance outcomes. We argue that for customer orientation to be a predictor of sales performance, specific selling skills must be present. Furthermore, we empirically demonstrate that without these requisite selling skills, salespeople are better off utilizing a sales orientation approach, as opposed to a customer orientation approach. More provocatively, this research shows that a “missing link” in the long standing body of research on the SOCO (sales orientation/customer orientation) perspective is that specific selling skills can impact sales performance directly as well as moderate the impact that both a “sales orientation” and a “customer orientation” ultimately have on sales performance.     

Job selection among salespeople: A bounded rationality perspective

Recent research has documented how complex interactions between individual, SBU, and corporate characteristics come together to influence salespeople's evaluations of their current jobs. An unresolved question, however, is if these characteristics influence job choice among salespeople. We develop a conceptual framework of how specific individual and SBU level factors impact choice of sales job and test the framework empirically in a business-to-business service context. Results support a bounded rationality perspective in that salespeople elicit simple criteria when selecting jobs.     

Examining the impact of job embeddedness on salesperson deviance: The moderating role of job satisfaction

This study investigates the dysfunctional outcomes of salesperson job embeddedness as moderated by job satisfaction. Our findings suggest that among salespeople with low job satisfaction, organizational job embeddedness is positively linked with organizational deviance, interpersonal deviance, and customer-directed deviance. However, among salespeople with high job satisfaction, job embeddedness is negatively linked with organizational deviance and not significantly linked with either interpersonal or customer-directed deviance. The managerial implications of this study suggest that sales managers should be proactive in mitigating salesperson deviance behaviors through a variety of methods that may enhance salesperson satisfaction, particularly among salespeople who are embedded. Such managerial methods may include the following: 1) more assertive communication of acceptable norms with salespeople, 2) proper mentoring, 3) developing coordinated monitor and control systems, and 4) setting appropriate expectations for new hire salespeople by providing realistic job previews.     

Reexamining gender issues in salesperson propensity to leave

This research examines the moderating effects of salesperson gender and salesperson performance on the relationship between job satisfaction and propensity to leave the firm. Sales force data from 15-20 standard industrial classification (SIC) manufacturing categories representing 61 different companies and 1042 industrial salespeople were utilized in the study. The results illustrate that for both men and women, job satisfaction is a more important influence on the propensity to leave the firm at 3 months, 6 months and 1 year for low-performing salespeople than for high-performing salespeople. In addition, this research also supports the unique finding that high-performing salesmen have a greater propensity to leave the firm than high-performing saleswomen. Across longer time intervals, the propensity to leave the firm, as indicated by the variance explained, increased for salesmen but decreased for saleswomen. This suggests that high-performing saleswomen may be more loyal to their firm, regarding intention to leave.     

Effects of job perceptions on job behaviors: Implications for sales performance

We investigate the relationship between salesperson job perception and job behaviors and their effects on sales performance. Hypotheses are tested using a sample of automobile salespeople. Generally, results show that job involvement is positively related to working hard, but no significant relationship existed with working smart. Job challenge is positively related to both working hard and working smart. Finally, both working hard and working smart are positively related to performance. Discussion of hypothesis support is presented and implications for sales managers, limitations of the study and future research opportunities are then discussed.     

Customer business development: identifying and responding to buyer-implied information preferences

Customer business development (CBD) transforms the selling function from ‘pushing products’ towards creating value by developing the business customer's business. For key accounts, CBD salespeople align their customer relationship management tasks of planning, selling, and implementing solutions to best integrate customer needs with the seller's strategic account management goals. A vital process mechanism involves the salesperson's observations of their business buyer's tendencies to favor solutions steeped in information characterized here as either market-centered or cost-centered. Findings show that CBD salespeople use signals from buyer commitments to identify and adapt selling behaviors (relationship-forging tasks) to achieve relational and financial objectives. To align with market-centered preferences, CBD salespeople share information about the buyer's market and propose plans for market development. In contrast, to align with cost-centered preferences, CBD salespeople focus on coordinating interfirm activities. While cost-centered adaptations yield expected positive financial returns, interestingly, market-centered adaptations negatively impact on the seller's financial returns.     

Do Employers Prefer Overqualified Graduates? A Field Experiment

We test whether employers prefer overqualified to adequately qualified job candidates. To this end, duos of fictitious applications by bachelor's and master's graduates are sent to real job openings with a bachelor's degree as a minimum requirement. For the overall sample, we find that overqualified master's graduates are 19 percent more likely to be directly invited for a job interview and 11 percent more likely to get any positive reaction. This relative advantage for overqualified workers is found to be higher for bottleneck occupations. Relative preferences also differ across employers within labor‐market segments.     

The effects of incentives and personality on salesperson's customer orientation

Numerous strategies for increasing customer orientation of salespeople, including customer satisfaction-based incentives and selective recruiting, have been suggested; however, little is known about their effectiveness. This study replicates and extends findings from two previous studies by testing the effects of customer and sales volume-based compensation and personality characteristics on the customer orientation of salespeople. Customer satisfaction incentives and salespeople's level of empathy were positively related to customer orientation. Sales volume incentives and job tenure were negatively related to customer orientation. Empathy moderated the effect of customer satisfaction and sales volume incentives on customer orientation. A discussion of the findings, managerial implications, and suggestions for future research are all presented.     

Navigating the demands of increasing customer participation through firm and individual job resources

Many firms are increasing the amount of customer participation required in B2B sales in efforts to improve firm performance. Unfortunately, little is known regarding how increasing customer participation expectations effects the firm's salespeople. To address this issue, using the job demands-resources model, this study examines how increases in customer participation influence salesperson burnout and salesperson investment in resources, while accounting for the job resources of job autonomy and belief in innate selling ability. The potential moderating effects of competitive intensity are also captured. The findings, based upon a survey of 210 B2B salespeople, indicate that increasing customer participation does not increase salesperson burnout, but increases investments in resources aimed to increase salesperson professional development. Further, greater job autonomy was found to decrease salesperson burnout and increase investment in resources, with the latter being moderated by competitive intensity. Belief in innate selling ability, in contrast, was found to increase burnout and decrease investment in resources by salespeople, with the latter being moderated by competitive intensity. This study highlights the multiple positive and negative effects of increasing customer participation in B2B selling, providing new insights for how firms can set policies to enhance salesperson well-being and effectiveness in a B2B setting.     

Sales force evaluation with expectancy theory

The salespeople and their sales managers of two national firms were surveyed to examine the relationships between the salespeople's effort, performance, satisfaction, and propensity to leave their job. The 399 salespeople participating in the study were evaluated by their sales managers. Research results provide insights into the problems associated with correctly measuring performance and testing expectancy theory when salespeople are not evaluated on objective performance measures.     

The role of sales team intragroup conflict on critical job outcomes

Sales teams are often structured into groups by territories, product categories, or hierarchical levels of salespeople which provide support to one another while counter-intuitively competing for individual resources, rewards, and promotions. We posit that the impact of conflict within the sales team (sales team intragroup conflict) on critical individual-level job outcomes (job satisfaction and intent to turnover) is contingent upon two loci of influences: individually-influenced goal orientations (learning and performance) and managerially-influenced justice perceptions (procedural and distributive). We empirically examine sales team intragroup conflict through a primary data collection of 195 distributor salespeople organized into 20 geographically dispersed teams. Our results largely support our hypotheses that there are nuanced effects across the loci of influences, such that in conflict-laden environments, having a performance orientation or perception of organizational distributive justice enhance job satisfaction, while a perception of organizational procedural justice decreases job satisfaction. Thus, we answer the call to better understand the role of conflict in marketing exchanges.     

Career orientations of R&D professionals in Korea

This study empirically examined the relationships between career orientations of R&D professionals in Korea and other personal characteristics such as demographic factors, work-related outcomes, and reward preferences. The results, based on the survey about 1,240 technical people in 15 R&D organizations, revealed five distinctive and independent career orientations: technical, manager, project, technical transfer, and entrepreneurial orientations. The career orientations of R&D professionals are found to be different between private and public sectors and to be associated with their education level and organizational tenure. It is also observed that R&D professionals with different career orientations exhibit different work-related outcomes and reward preferences. For instance, technical-oriented professionals tend to be more educated, to exhibit better job attitudes and technical performances, and to favor professional rewards. While those with manager and transfer orientations are longer-tenured, have more positive job attitudes but lower technical performances, and prefer social status and prestige and career rewards in their organization. Both project- and entrepreneur-oriented professionals exhibit a less positive attitude toward their organizations, but seek different reward schemes: the former pursues challenging R&D projects with autonomy and the latter favors financial returns. Finally, the implications of these findings for managing careers of R&D professionals are discussed.     

An empirical investigation of technology acceptance in a field sales force setting

Gaining technology acceptance by salespeople is critical in modern organizations. Sales technology is an integral tool for enhancing customer-related information management and knowledge development. Knowledgeable salespeople are able to use the information and knowledge to practice adaptive selling, improve performance, and enhance their firm's competitive advantage in the marketplace. This study proposes and tests a model linking technology acceptance to adaptive selling and job performance of field salespeople. The results provide evidence that behavioral intentions to use technology positively affect salesperson performance through enhanced propensity to practice adaptive selling. Implications of the study for managers and researchers are discussed.     

A psychometric assessment of the Lennox and Wolfe self-monitoring scale in the sales force

In today's turbulent business environment, salespeople and sales managers must constantly adapt to changes. Self-monitoring, i.e., the cognitive ability to adapt one's own behavior in response to the behavior of others, may be a meta-KSA (knowledge, skill, or ability) that influences adaptive selling behavior. To assist researchers and practitioners seeking to identify and improve the self-monitoring skills of salespeople, this study investigates Lennox and Wolfe's (1984) self-monitoring scale with a sample of salespeople and one with sales managers. Although a hypothesized relationship between self-monitoring and job performance was supported partially, our results highlight potential problems with the measure. Further investigations are needed to determine whether or not the problems lie with the scale or the concept of self-monitoring in a selling context.     

Do business customers perceive what salespeople believe? Perceptions of salesperson adoption of innovations

A salesperson's commitment and effort toward an innovation can determine whether the customer agrees to buy it, such that customers' perceptions of such commitment and effort are critical. But these perceptions also might differ fundamentally from the salesperson's self-perceptions of commitment and effort. Therefore, this paper presents a theoretical framework of the relation between salesperson-perceived and customer-perceived commitment and effort, as exhibited by the salesperson while selling an innovation, which represents salesperson adoption. In the framework, job satisfaction factors also exert contingent, moderating effects. The authors gather unique, dyadic data from surveys of salespeople and their (potential) business customers during visits to sell a conventional, incremental innovation, complemented by objective purchase data gathered from company records. Three key insights emerge fromt this study. First, salespeople's own perceptions of their commitment and effort have only moderate influences on customers' perceptions of salespeople's commitment and effort. Second, customers seem to recognize salesperson effort more readily than salesperson commitment, although salesperson commitment has a higher sales performance impact than salesperson effort. Thus, sales managers should seek to encourage and support both the commitment of salespeople and also perceptions of that commitment among customers. Third, while a higher organizational support or job autonomy strengthens customers' perceptions of salesperson adoption, a higher pay satisfaction diminishes it. Thus, firms might need to find ways to increase the support for the salespeople and their autonomy and to reduce salespeople's satisfaction with their (direct) payments. In total, these findings suggest significant scientific and managerial implications.     

Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler

This paper examines the use of social media by business-to-business (B2B) salespeople to assist in their job functions. The authors propose that a salesperson's attitude toward social media usefulness, as well as a salesperson's learning orientation, will influence how much a salesperson uses social media to assist in day-to-day job tasks. Additionally, the impact that the use of social media has on collecting knowledge about competitors, adapting to customers, and sales performance is considered. Accordingly, a broad literature review is provided to introduce extant theory contributing to the proposed model. The practical uses of social media by salespeople will be described, and then the theoretical foundation is built, encompassing social media use, goal orientations, and adaptive selling theory. Results of an empirical model are provided, followed by a discussion of theoretical and managerial implications.     

Salespeople satisfaction and performance feedback

A model of the relationship between sales supervision and salesforce job satisfaction is developed and tested. The model hypothesizes that salespeople will experience greater job satisfaction when they receive more performance feedback and more opportunity to participate in their supervisor's decision making processes and when they have supervisors who are high on consideration and initiation of structure. In addition, because of recent empirical evidence suggesting a possible consideration/initiation of structure interaction effect on job satisfaction, a hypothesized interaction effect was examined in this study. The results suggest that performance feedback is an important predictor of job satisfaction. Furthermore, they indicate that the sales supervisor's consideration and initiation of structure are related to the salesperson's satisfaction with certain aspects of the job. Participation and consideration/initiation of structure interaction were not found to be significant predictors of salesforce job satisfaction.     

Psychological contract breach's antecedents and outcomes in salespeople: The roles of psychological climate,job attitudes,and turnover intention

Salespeople develop expectations of their organization based on actual and perceived promises. When the organization does not fulfill these promises, psychological contract breach occurs. This study investigates the association between psychological climate aspects, psychological contract breach, job attitudes (job satisfaction and organizational commitment), and turnover intention in salespeople. Using a sample of 308 respondents, results indicate that (1) psychological climate dimensions of autonomy, involvement, performance feedback, and clarity of organizational goals affect psychological contract breach, (2) psychological contract breach mediates the impact of autonomy, involvement, performance feedback, and clarity of organizational goals on job attitudes, and (3) job attitudes mediate the impact of psychological contract breach on turnover intention. Findings support psychological contract breach as a critical framework for understanding salesperson–employer relationships.     

Genetic and psychological underpinnings of motivation and satisfaction of industrial salespeople

We investigate the effects of genetic polymorphisms of salespeople on their motivation and job satisfaction. We hypothesize that psychological attachment styles (anxious, avoidance, and secure) and role conflict interact with variants of three genes (dopamine DRD4, COMT and OXTR) to influence motivation and satisfaction. Our approach follows the spirit of the emerging subfield of organizational neuroscience and biological foundations of social behavior recently introduced into the literature and is one of the first studies to uncover complex dependence of behavior on genes and to employ a large enough sample to reduce false positive inferences. Variants of the DRD4 and COMT genes are found to interact with avoidance and secure attachment style, respectively, to influence motivation, under conditions of felt role conflict. Variants of OXTR have main effects on job satisfaction, as do anxious attachment styles and felt role conflict. Hypotheses are tested on a sample of 334 salespersons selling goods and services to business customers. The role of genetic endowment represents untapped origins for research into the behavior of salespeople and has a number of managerial implications that we discuss.