The study examined the relationship between various selling strategies and sales performance. It proposed a conceptual framework and tested hypotheses about how adaptive selling strategy, customer-oriented selling strategy, sincerity, commitment, and liability of salespeople strategies, and relational selling strategy impact sales performance. Data was collected through surveys and analyzed using correlation analysis and structural equation modeling. The results provided support for positive relationships between adaptive selling strategy, customer-oriented selling strategy, sincerity and commitment of salespeople as hypothesized, though some relationships were stronger than others. The study provided insights into how different selling strategies can influence sales performance.
1. The Effect Of Selling Strategies On Sales Performance
Ghazaleh Moghareh Abed and Mohammad Haghighi
1. Introduction
2. Literature review
3. Conceptual framework and research hypotheses
4. Research methodology
5. Analysis and results
6. Conclusions and discussions
2. Study proposed a conceptual framework and empirically tested a set of hypotheses
concerning the link between selling strategies and sales performance.
Long-term buyer-seller relationships provide
Fast access to new technologies or markets
The ability to provide a wider range of goods and services
Economies of scale in joint research and production
Access to knowledge beyond a firm’s boundaries
Bridges to other firms
Sharing of risks
Access to complementary skills
4. Research methodology
Development of instruments
•Content validity
•Construct validity
•Internal consistency reliability
Sample and data collection
Data analysis
Correlation
Structural equation model (SEM)
5. Research methodology
Development of instruments
•Content validity
•Construct validity
•Internal consistency reliability
Sample and data collection
Data analysis
Correlation
Structural equation model (SEM)
7. Adaptive selling strategy
Sales person needs
• Unique sales presentation
• Flexible in sales approaches
• Communication skills
Hypothesis
H1. There is a positive relationship between adaptive selling strategy and sales performance.
10. Customer-oriented selling strategy
Sales person needs
• Gather information about the customer through effective listening
• Analyze and understand customer problems
• Tailor their offerings to customer needs
Hypothesis
H2. There is a positive relationship between Customer-oriented selling strategy
and sales performance.
11. Table 2
Customer-oriented selling strategy
S6 0.676
S7 0.674
S8 0.790
S 10 0.849
S 11 0.781
Total Variance 56.64
13. Salesperson’s strategy
Sales person needs
• Sincerity
• Commitment
• Liability
Hypothesis
H3. There is a positive relationship between Sincerity in salesperson and sales performance.
H4. There is a positive relationship between Commitment in salesperson and sales performance.
H5. There is a positive relationship between Liability in salesperson and sales performance.
14. Table 3
Sincerity salesperson’s strategy
S 12 0.662
S 13 0.659
S 14 0.732
S 15 0.870
Total Variance 54.11
15. Adaptive Customer- Sincerity of Liability of Commitment of Relational
selling oriented salespeople salespeople salespeople selling
Sincerity of Salespeople
Correlation 0.168 0.003 1 -0.022 0.352 0.119
Significance 0.199 0.985 0.867 0.006 0.366
16. Table 4
Commitment salesperson’s strategy
S 17 0.703
S 18 0.815
S 19 0.712
Total Variance 55.48
17. Adaptive Customer- Sincerity of Liability of Commitment of Relational
selling oriented salespeople salespeople salespeople selling
Liability of Salespeople
Correlation 0.279 0.190 -0.22 1 0.270 -0.097
Significance 0.031 0.145 0.867 0.37 0.463
18. Table 5
Liability and Salespeople Strategy
S 21 0.782
S 22 0.758
S 23 0.691
Total Variance 55.48
19. Adaptive Customer- Sincerity of Liability of Commitment of Relational
selling oriented salespeople salespeople salespeople selling
Commitment of Salespeople
Correlation 0.126 0.042 0.352 0.270 1 0.100
Significance 0.338 0.751 0.006 0.037 0.463
