Sales Capability and Performance: Role of Market Orientation, Personal and Management Capabilities

Abstract

Purpose: This article aims to explain the relationships between sales capabilities, which are split into personal selling and sales force management, both from the manager’s point of view, and financial/customer performance in market-oriented firms. Originality/value: This research is the first that explores in-depth sales capabilities and demonstrated that these capabilities need a previous strategic orientation. It checks different types of performance that can be the result of these two capabilities. We applied the research in to two types of companies, providing a number of contributions to the theory and practice of marketing. Design/methodology/approach: We conducted a survey with 223 companies that were divided according to their activities: software/service developers and companies that only offer services in information technology and communication sector. Findings: First, the two sales capabilities (personal and managerial) induce different performance, even when they are influenced by the same strategic orientation. Second, the mediation effect reinforces that sales force management capability is stronger than personal selling capability. Third, in service companies, it is important to develop personal selling capabilities. Lastly, they show that software/service companies present a differentiated behavior of service companies.

The Effect of Door-to-Door Salespeople’s Individual Sales Capabilities on Selling Behavior and Performance: The Moderating Effect of Competitive Intensity

“…Among other things, this sales capability contributes significantly to performance generation and improvement. It is the most faithful and appropriate capability for the organization's goal at the organizational level, and it is the capability best suited for individual duties or responsibilities at the individual level [24]. Previous research has identified a number of specific elements that comprise a salesperson's sales capability.…”

“…According to Spencer and Spencer [22], capability is an indicator of the behavior and mentality that employees must consistently exhibit to function in a variety of job-related scenarios. It is defined as a set of technical attitudes or indicators that can be improved and quantified through continuous development and performance in critical areas, with capability focusing on the specific behavioral traits of individuals in the work process [24]. Specific activities undertaken while performing work, as well as the professional knowledge, talents, personality, and attitude of the individual, are regarded as necessary to foster good capabilities [34].…”

“…Furthermore, there is a scarcity of research in the sales literature that contains and assesses the relationships among the constructs in the study. Prior research examined these dimensions either alone or in conjunction with other variables [22,24,58], emphasizing the importance of new and fresh empirical investigation, validation, and theory development. The study's focus on the South Korean cosmetics industry, specifically door-to-door cosmetics salespeople, allows us to better understand the complexities of selling in this industry.…”

Examination of export and production performances of textile companies making export-focused production on the return to normal life from pandemic

“…The main focus of sales management is to meet the short-term needs of consumers, within the framework of the production approach that prevails in periods when competition is limited and demand is more than supply (Rodrigues and Martins, 2020). In this understanding, where management efforts are directed towards large-scale production of standardized products and production efficiency, the basic philosophy is that affordable products will be able to be sold to large consumer masses, provided that they are of reasonable quality (Schrock et al, 2018).…”

The role of individual values in the behavior of using discount coupons

“…Increasing sales and access to the website is the first strategy that an e-commerce seeks when working with more active marketing strategies, as with online discount coupons (Rodrigues & Martins, 2020). By offering a discount coupon for your customers, the company stands out from its competitors and awakens an interest in purchasing their products in the consumer, who can identify immediate savings opportunity for financial discount.…”