Women outperform men in collegiate sales competitions: Are women’s sales skills better than men’s?

Abstract

ABSTRACT Since the early 1970s, sales and marketing academicians have been researching the influence of gender on sales performance and sales management. This paper presents a study examining the extent to which men and women college students differ in sales role-play competition performance. The results show women performed better than men in every sales skill dimension measured. These findings share some consistency with gender effects found in previous research.