The predictors of sales performance: a study with wholesale sellers

Paulo Henrique Donassolo, Celso Augusto de Matos

Abstract


Understanding which factors influence sales
performance and how these factors vary in different
contexts is essential both for managers and for
researchers in the field of sales and marketing. Several
studies have sought to identify the factors that
exert most influence over the performance of
salespeople. The importance of these factors may
vary according to product type and the context in
which sales are made. This paper seeks to test a model
that consolidates a number of factors that influence
sales performance of salespeople. In order to achieve
these objectives, this paper addresses various models
validated in other sales contexts and selects one of these
to later test it by means of a descriptive study based on
a survey conducted with 301 outside salespeople linked
to wholesale companies located in different states of
Brazil. The results obtained from the survey supported
the adequacy of the model, which presented good fit
indexes. The relationship between Self-efficacy, Effort
and Performance has been confirmed and proved to
be the main way that influences the performance of
the salespeople. Both the academic and the managerial
implications of these tests are presented and discussed
in this paper.


Keywords


Sales. Salespeople. Wholesale. Performance. Survey.



DOI: https://doi.org/10.7819/rbgn.v16i52.1686

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