Sales Success as Predicted by A Process Measure of Adaptability

Abstract

Previous studies of sales performance have not used process measures to evaluate the sales interaction as it occurred. The purposes of this paper are to propose the use of a process measure of adaptability and to determine whether observed adaptability behaviors could predict sales success. Salespeople's observed adaptability was positively related to two measures of sales success in a sample of telemarketing sales representatives.A process measure of adaptability could be used to facilitate the selection of sales trainees by encouraging marketers to hire people who exhibit more adaptability during interactions. Sales training could also be used to teach current salespeople to adjust their dominance levels in order to project more adaptability in sales interactions.