Abstract
This article reports the results of a study assessing sales managers' perceptions of their subordinate saleswomen's sex role identity and performance effectiveness. It was found that managers perceived both “masculine” and “feminine” traits, as measured by a short form of the Bem Sex Role Inventory, to contribute to effective performance by the women. Masculine traits seemed to be more important than feminine traits in effective prospecting, contacting customers, probing for needs, stimulating desire, and closing. However, feminine traits tended to dominate when explaining retention activities. Implications for selection and training of saleswomen are discussed.
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