Does Salesperson Perception of the Importance of Sales Skills Improve Sales Performance, Customer Orientation, Job Satisfaction, and Organizational Commitment, and Reduce Turnover?

Abstract

This research was designed to determine whether salesperson perceptions regarding the importance of specific sales skills and behaviors relate positively to sales performance, customer orientation, job satisfaction, organizational commitment, and lower levels of turnover intentions. The development of the sales skill measure resulted in the creation of two different scales, one focused more on traditional sales skills and the second on more consulting-oriented sales behaviors. The results and conclusions provide support for the concept that skill/behavior development and assessment are worthy pursuits for sales managers and their organizations.