An Exploratory Study of the Influence of Sales Training Content and Salesperson Evaluation on Salesperson Adaptive Selling, Customer Orientation, Listening, and Consulting Behaviors

Abstract

The purpose of this exploratory study was to examine the possible impact of the content of consulting oriented sales training and evaluation on salesperson behaviors, based upon the perceptions of salespeople. The behaviors studied were adaptive selling, customer orientation, listening, and consulting. Four hundred and twenty non‐retail salespeople were surveyed. Results indicated that listening behaviors positively influence customer orientation behaviors, which, in turn, influence adaptive selling behaviors, which influence listening behaviors, resulting in a feedback loop of reinforcing behaviors. Consulting oriented salesperson evaluation is a stronger influence on salesperson behaviors, compared to sales training. Contrary to expectations, consulting oriented sales training did not have a significant impact on salesperson behaviors. Comparing the salesperson's responses to the responses of sales managers in another study indicated differing correlations of the variables of interest. The authors discuss possible explanations for these differences and offer suggestions to managers based on the results.