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sector of Pakistan, through the angle of his adaptive selling behaviour and outcome
that Pakistans position is quite pathetic in the world market in general and in
of Pakistan are turning their focus on improving their selling techniques beside the
provide customized solution to each customer according to his needs and wants
terms of sales. According to trait theory sale success of a salesperson depends upon
how much individuals personality traits he/she possesses. So, 300 salespersons are
their expertise in the subject being investigated. The findings shows that individual
and expert power positively and significantly influence adaptive selling behaviour
terms of sales without any need of psychological organizational support from their
particular insurance company, guiding sales mangers to sought out these traits
ultimately increase the sales of their particular insurance company which in return
will boast up the insurance sector of Pakistan. Lastly, this article concludes at
INTRODUCTION
1.1 BACKGROUND
Personal selling is most significant part of the promotional mix for many of the
personal selling permits the vendor to satisfy the customer, face to face. Further,
Spiro and Weitz (1990) confirmed that personal selling is the solely communication
personal selling is a vital tool utilized by new firms to attain organisational success
competitive market five personal selling stages can be useful, which are (i)
customers. (ii) Persuader stage: this type of selling involves convincing others to
buy the product/services of the vendor. (iii) Prospector stage: this selling include
finding out those customers whose needs match with the sellers offering and have
authority and resources to buy it as well. (iv) Problem Solver stage: This selling
include finding out buyers problems first which can be changed into needs and then
match their needs to the offering of the seller so that problems of the buyer could
be fulfilled. (v) Procreator stage: In this stage offering is customized by the seller to
meet the needs of the customers to solve their problems, this is done by buyer-
vendor collaboration. But the fundamental idea is that there is no one best way to
sell, and thus a decent salesperson are going to be adaptive enough to pick and
implement a sales strategy associated with the characteristics of the prospect client
and scenario. So, adaptive selling is vital now a days as a result of the market is
turning into more and more competitive each within the variety of competitors and
also the quality of their product, this transaction based pressure in sales is
consideration client desires and needs, not only as they relate to the goods or
service being sold-out, however also in terms of the purchasing method and the
permits the salesperson to take information regarding the needs and wants of the
customer and then design and present effective sales message that is well
appropriate for the customer, and then take feedback from the purchaser to know
competitive advantage for any sales organization, as a sales effort that emphasizes
relationship building is one during which happy customers are more seemingly to
be found (Kelley, 1992). However, Giacobbe et al. (2006) argued that adaptive
selling is helpful once the sales offer is complex, when the vendor has many
different choices to offer, the Customers desires are significantly diversified, the
sales relationship is anticipated to produce future long run profit opportunities, the
buyers perceived purchase risk is high and also the buying place is complicated.
Adaptive selling conjointly needs some sacrifices because it might cause a
salesperson to trade off short-run sales to develop client satisfaction and increase
perspective and develop customer orienting approach which is able to fulfil the
Beside the importance of personal sales and adaptive selling, several queries
stay unanswered. This study will contribute to the literature in many ways: First,
literature [Plouffe et al. (2010); Stan et al. (2012)], but remained unstudied as
salesperson like salesperson personality related constructs are open for a future
characteristics or traits has been able to explain much of the direct variation in
sales performance [Robie et al. (2005); Verbeke et al. (2011)] which show much of
logical reason for the little amount of the explained variance by salesperson
attributes [Brasher et al. (1997); Churchill et al. (1985)]. As, this research gap is
also supported by the meta analysis result which state that antecedents of
performance (Baldauf and Carvens, 2002). The researchers suggest that lack of this
adaptive selling behaviour and sales performance has met with mixed results. For
example, Predmore and Bonnice (1994) found that salespersons adaptability was
another study Weilbaker (1990) found only partial support for the proposed
As this mix results of adaptive selling behaviour and sales performance points
selling behaviour and his/her sales outcome performance relationship, and what
selling behaviour?
The first objective of this study is to examine that whether individual level traits
performance [Sujan (1986); Spiro and Weitz (1990); Fakhrdin et al.(2011)], there is
a believe that while the practice of adaptive selling behaviour should enable the
performance (Boorom et al., 1998), but past studies showing mix results of
adaptive selling behaviour and sales performance hints that the efforts of other
entity are most often required in the delivery of customer value and enhancing
performance (Sujan et al., 1994), as the belief is also supported by the reciprocity
theory and organization support theory. That is why it is also expected that
In Real business (2007) it was examined that only 37 percent of the specific
sample sales executives interviewed were satisfied with their sales results, the
main reason behind this was poor sales performance of a salesperson due to poor
selling techniques, means who did not know how to sell in a demanding market
like insurance sector. Insurance industry in developing countries could not progress
well as compared to other developed countries, reasons behind this beside religious
and selling techniques used by salespeople and generally low information about
these schemes to begin with [Gine et al. (2008); Giesbert et al. (2011)].
developed countries, insurance companies have turn their focus on improving sales
and relationship marketing skills of their front line employees. Insurance agents
salesperson has to adopt essential attitude to keep the existing customers satisfied
market rather segmented in the past. With this in mind this research study turns its
attention to personal selling and more specifically the adaptive selling behaviour of
salespersons in this sector to identify ways that how through the practice of
improved.
This topic is a marketing theme, this theme is specialize in one marketing facet
per the selling scenario or individual client. During this personal selling facet
or think about individual customers wants and needs and values and beliefs, and
non-adaptive selling behaviour of salesperson not think about the selling scenario
deliver one presentation for all. The scope of this study can specifically specialize
motivation and satisfaction with their job and fulfilling all the objectives of the firm
fellow workers and desire to win and become victorious, be better than others and
which involves salespersons interest and concern for the welfare of the customers
while interacting with customers and putting their self in customers shoes for a
while when they feel that their customer is upset. Further, psychological
salespersons mentality power to perform the given task skilfully and individuals
an individual salesperson feel that they are expert in the selling field they are
working, knowledgeable about the products/services they are presenting to sell and
up to what extant their expertises are valued in the organization they are working
accounts, high market share, making sales of those products with highest profit
margin for the company and exceeding all the sales targets during the year.
All such salespersons aspects like his/her adaptive selling attitude, trait
psychological organizational support fall within the scope of this research study
Psychological
Organizational
support
Trait
Competitiveness
H2
H6
Empathy Outcome
Proneness H3 Performance
Adaptive
Selling
Behaviour H1
Psychological H4
Empowerment
H5
Expert
Power
Figure 2.1
Chapter 3
RESEARCH METHODOLGY
This study has been conducted in order to find out to what extent salespersons
of insurance sector adopt adaptive selling behaviour by using his or her different
attributes in order to improve his outcome performance so that ultimately the sales
does he or she get from his particular organization in order to fulfil this objective.
For this purpose, study used following approaches to fulfil the purpose of the
study:
This study follows the quantitative approach to collect the response from the
out the quantity of some scenario in shape of numbers. Descriptive study is done to
describe the attributes of a population which is based on the past studies and the
Quantitative research allows primary data to be collected relying upon the use
So, survey research was conducted in order to take response from the respondents.
salespersons performance have been extensively used in the past sales literature
e.g., [(Plouffe et al. (2010); Roman and Iacobucci (2010); Sujan et al. (1994)]. Also
it has been suggested that as salesperson can observe all the elements of their own
job so they may be in the best position to judge their own performance [Roman and
Target population are salespersons who represent the insurance sector of Pakistan.
Who were responsible to sell the services of the particular insurance company and
This study follows non probability sampling technique as, judgement sampling
is done on the basis of their expertise regarding subject being investigated and who
between different variables shown in this study are supported by existing theories
Sample size for this study was 300 salespersons of insurance sector
representing listed companies like state life insurance corporation, EFU, Jubilee
insurance, Askari insurance, Adam Jee insurance and other companies like Family
Takaful. So 300 questionnaires are distributed in different cities of Pakistan such as
which 292 were fully filled and reportable. As, in the past studies sample of 300
salespersons has been taken into consideration [briggs et al. (2012); Roman and
Iacobucci (2010)].
5 point likert scale is used this study to take the response from this particular
sectors salespersons, which was adopted from different past studies such as, scale
to measure trait competitiveness and expert power was adopted from the study of
Plouffe et al. (2010) in the same way, scale to measure empathy proneness was
adopted from the study of Agnihotri et al. (2012). Similarly, scale to measure
from the study of Stan et al. (2012). Lastly, scale to measure adaptive selling and
sales persons outcome performance was adopted from the study of Roman and
Iacobucci (2010). As, self evaluations of performance have been extensively used
in the past sales literature e.g., [(Plouffe et al. (2010); Roman and Iacobucci (2010);
Sujan et al. (1994)]. Also it has been argued that as salesperson can observe all the
elements of their own job so they may be in the position to judge their own
performance and positive evidence exist for the reliability and validity of its scale
complex, therefore, items were kept short and directed clearly so that the
language to the respondents in order to get accurate and appropriate response from
the respondents.
Very first step in data analysis is the use of descriptive statistics in this study,
as it is used to summarise the data collected in large quantity, as the data collected
is in raw form, descriptive statistics helps to transform this data into a form that is
frequency distributions are commonly used ways to transform and summarise the
data.
In this study a higher mean value will indicate that salespersons of insurance
sector value these attributes to increase their outcome performance and standard
deviation show whether there is variation in the data collected for the study.
Female 73 25%
As Table 1 shows that of total 292 salespersons, 219 were male salespersons
sample size.
In the same way, Table 2 shows the age of the respondents. As 165
between the ages of 31 to 40 years were 88 out of 292 with the valid percentage of
percentage of 10.3. Lastly, salespersons above 50 years of age were 9 with the
41 50 years 30 10.3%
Above 50 9 3.1%
Respondents having sales experience of 1 to 2 years were 128 with the valid
having sales experience of 7 to 10 years were 39 with the valid percentage of 13.4.
Further, salespersons having insurance sales experience of more than 11 years were
3 to 6 years 96 32.9%
7 to 10 years 39 13.4%
Likewise, Table 4 shows the education of the respondents. As, it is shown that the
42 salespersons were matric with the percentage of 14.4, in the same way 52
salespersons of this particular sector were intermediate with the valid percentage of
17.4. More of the salespersons in this sector were bachelor as 121 salespersons
were having bachelors degree with the percentage of 41.4%. Lastly, 77
salespersons were having masters degree with the valid percentage of 26.4.
Matric 42 14.4%
Intermediate 52 17.8%
Masters 77 26.4%
Similarly, Table 5 shows the listed insurance companies of the respondents which
18.8, in the same way salespersons representing state life insurance company were
120 with the total percentage of 41.1, likewise salespersons representing Jubliee
representing Askari insurance were 29 with the percentage of 9.9, similar to that
salesperson representing Adam Jee insurance company were 36 with the total
Dawood Family Takaful etc were 11 with the total percentage of 3.8.
EFU 55 18.8%
Jubliee 41 14%
Askari 29 9.9%
Others 11 3.8%
Factor analysis is used when a researcher is in doubt that a set of variables used in
this study may be interrelated or complicated. Factor analysis is used in this study
to determine the reliability and construct validity of the measurement model. For
(SEM) technique is used to determine the relationship between manifest and latent
variable that up to what extent measured items actually reflect the theoretical base
latent construct for which they are designed to measure (Albright 2007).
two latent construct by using structural equation modelling (SEM). In this study,
validity of structural model is assessed through absolute fit measures, incremental
In this study multiple regression analysis is also done along with path analysis
to confirm the results by two approaches so that the relationship between several
was calculated:
Y= a+b1*X1+b2*X2+b3*X3+b4*X4
Whereas,
a = constant value
product indicator approach Chin et al. (2003) is used. This approach involves
calculating Z score of the variables by mean centring the items of both constructs
term by multiplying each item of one construct with every item of the other
construct.
Likewise interaction term by multiplying each item of one construct with all items
For example, X (adaptive selling variable) has three items (X1, X2, X3) and
construct Y (psychological organizational support) has also three items (Y1, Y2,
Y3) their interaction term (X*Y) will have nine items, as below:
Y= outcome Performance
a= constant value
b1, b2, b3= coefficients estimates for the predictors
Chapter 4
The main theme of this chapter is data presentation, results of the research or
This chapter consist of following sections like: data analysis related to mean
and standard deviation of each variable of the study, secondly reliability and
validity of factor loadings as well as of the variables being used in this study will
be examined. Lastly, this chapter will conclude at product indicator approach to test
the moderator effect via multiple regression analysis and path analysis along with
These two analyses are used at a time only in order to confirm the results of
Psychological
Organizational 292 4.3673 .63081
Support
Table 6 shows the mean score and standard deviation for the all the variables of this
study. Table 6 clarify that the mean score for all the variables lies between 4 to 4.5
and standard deviation value for all the variables is also less than 1.
.60171 which means that response of 292 respondents for this variables lies
between agree to strongly agree which shows the importance of this trait for the
salespersons as standard deviation value was also less than 1 which means data is
accurate and there is less variation in the data collected regarding this variable.
In the same way, mean value for empathy proneness is 4.3630 and standard
deviation value is .60171 which means that the response of salespersons for this
variable lies around agree in 5 point likert scale, which shows that this individual
trait has importance as well according to salespersons point of view. As, its
standard deviation value is also less than 1 which shows that data collected for this
variable is accurate because there is less variation in the data collected for this
variable.
deviation value is .59418 which represent that the response for psychological
empowerment lies around agree scale, which shows that who important is this
individual construct from the salespersons aspect. As its standard deviation value
is also less than one which show that data collected for this variable is accurate to
measure this variable because there is less variation in the data collected for this
Similarly, mean value for expert power of salespersons is 4.2500 and standard
deviation value is .52447 which shows that the response for expert power of
salesperson lies around agree scale in 5 point likert scale, which means that
salespersons of the insurance industry agrees that this trait is important for their
success. As its standard deviation value is also less than 1 which shows that data
collected regarding this variable is accurate because there is less variation in the
4.2885 and standard deviation value is .76918 which shows that salespersons of
insurance sector of Pakistan are in a believe that their adaptive selling behaviour is
necessary for their better outcome performance, as response for adaptive selling
behaviour lies around agree scale. Likewise, its standard deviation value is also less
than 1 which shows that data collected for this variable is accurate as there is less
4.3673 and standard deviation value is .63081 which shows that insurance
support from their companies has also its importance for them as their response for
this variable lies around agree scale. Similarly, its standard deviation value is also
less than 1 which shows that response for this variable is accurate as there is less
Lastly, mean value for outcome performance of the salespersons is 4.0488 and
standard deviation value is .55803 which means that they are in the believe that
they are performing well in their particular area of sales as their response lies
around agree in the 5 point likert scale used. In the same way, its standard deviation
value is also less than 1 which shows that response of salespersons of insurance
sector of Pakistan is accurate for this variable because value less than clarify that
there is less variation in the data collected for the this variable of the salespersons.
We cant conclude results on these bases only. Further analyses will confirm
the results.
Confirmatory factor analysis is the statistical method used to find out the
(Albright, 2007).
One of the advantages of CFA is its ability to quantitatively examine the
theory driven.
construct actually reflect that theoretical base unobserved construct they are
The next step in this statistical process was to determine that up to what extent
1. Factor loading
3. Reliability
Factor loading of each item is measured in this study in order to determine the
1 percent level. Each item related to their particular variable shows the high factor
loading for the construct they are to measure, as it is clear that most of the factor
loadings are even above .7 and close to 1. Factor loadings only of 3rd item of
Psychological empowerment, 4th item of expert power and 3rd item of outcome
performance is above .5 which are also in the acceptable range (Paswan, 2009).
So, these high and significant factor loadings of the items indicate the
convergent validity of the items, as all items of each construct are highly and
Whereas, convergent validity has been argue as the ability of items to associate
with other items of the same construct for which they are designed to measure
(Zikmund, 2003).
indicators measuring the same construct (Paswan, 2009). Average variance is also
indicators.
2
i
VE i 1
n
Whereas,
For example,
calculated as:
competitiveness3 square
Psychological 1.507386
Empowerment
The measurement model of this study was also examined through average variance
extracted for each variable of the study. As, average variance extracted is also a
measure of convergence validity which shows the convergence between the items
As, table 8 shows that average variance extracted for each and every variable is
above 0.5 exceeding the recommended cut off criteria (hair et al, 1998), which also
indicates the convergent validity of the items representing their specific constructs
of this study.
4.2.3 Reliability
consistency of the items representing their specific constructs or in other words are
In this study construct reliability for each variable of this study is calculated by
n
( i ) 2
CR n
i 1
n
( i ) 2 ( i )
i 1 i 1
( )square = the sum of the loadings, squared
1 minus the square of the factor loadings of each items measuring the same
construct.
For example,
In this way reliability for each construct in the measurement model is calculated,
which are:
Psychological 0.714
Empowerment
Expert Power 0.722
Psychological 0.810
Organizational
Support
As table 9 shows that reliability for the all the variables is above 0.7 which is the
recommended cut off criteria for composite reliability (hair et al, 1998).
Value for each construct is between 0 and 1, whereas higher values close to 1
indicate higher reliability between the items of the variables measuring the same
construct.
So, this table shows that reliability for all the constructs are higher (close to 1)
which suggest good reliability and indicates that internal consistency exists
between the items reflecting the theoretical construct for which they are designed
to measure.
The correlations among various constructs of this study were examined. As,
Variables 1 2 3 4 5 6 7
1.Trait Competitiveness _
2.Empathy Proneness .518**
Support
The results show the interdependency between variables. This table shows the
positive and significant correlation between each variable as all variables are highly
Path analysis is done to examine the relationship between two latent construct
Path analysis is done at a time with moderation and without moderation both to
confirm the validity of the structural model and to further confirm that up to what
extent moderator effect the overall model along with standardized coefficient
significant value and what changes in results and fit measures occur due to the
Trait
Competitiveness
.49**
.17* Psychological
Organizational
-.02 (ns)
Expert support
Power
Interaction
Term
**P > .01 for coefficients
Figure 4.1
As figure 4.1, shows the regression weights for the entire variables and the variance
explained by predictors.
his/her adaptive selling significantly goes up by .49, in the same way when
power in his/her adaptive selling behaviour is 61.3 percent indicating that most of
the variance in adaptive selling behaviour of a salesperson is explained by these
Further in the case of consequence of the adaptive selling behaviour, when this
relationship in this study leading support to the direct relationship between adaptive
Lastly, the total variance explained by adaptive selling behaviour and the
insignificant effect of the moderating variable measuring fit indexes of the whole
GFI .800
CFI .725
NFI .718
RMSEA .164
Measuring fit indexes like GFI, CFI and NFI should be above .90 and value of .01
But the fit for the model with interaction term (moderator) is below the
recommended cut off criteria because of the insignificant effect of the moderating
relationship.
.61 .21
Empathy
Proneness .14** .46**
Outcome
Adaptive Performance
.12** Selling
Behaviour
Psychological
Empowerment
.17*
Expert
Power
Figure 4.2
As figure 4.2, also shows the regression weights for the entire variables and the
expert power in his/her adaptive selling behaviour is 61.3 percent suggesting that
this study.
Likewise, in the case of the adaptive selling behaviour predicting outcome
This shows the difference that when moderating effect on adaptive selling
performance which is more than the case when moderation effect was considered,
selling behaviour and salespersons outcome performance has direct and positive
model then the model is perfectly fit as measuring fit indexes presented below in
GFI .970
CFI .970
NFI .966
TLI .901
RMSEA .084
As in table 11 measuring fit indexes were not showing the model fit because of
When this insignificant moderating variable was terminated from the structural
model, measuring fit indexes indicated the validity of the structural model as well
salesperson has direct and significant positive relationship in this study without any
relationship.
As, table 12 shows that GFI, CFI, NFI, TLI are above 0.9 and RMSEA badness
of fit index is also below 0.1 (Paswan, 2009), which provides the evidence that
model is perfectly fit when insignificant variable is not taken into consideration as
Adaptive H5 P<.05
Expert Power Selling .17 2.418
Psychological
Organizational Outcome H6
-.02 -7.95
NS
Support Performance
Adaptive Selling
Path analysis using structural equation modelling and multiple regression analysis
both were done to test the hypotheses of this study. Both of the analyses shows the
same significance level of the coefficient values of all the variables being studied,
confirming the validity of the results of the hypotheses being tested in this study.
reports that Adaptive selling behaviour positively and significantly influence the
value for this path is greater than 2 (7.174>2) and more importantly for adaptive
selling behaviour is not only positive but also highly significant (=.46 p<.01)
a salesperson as calculated t value for this path is 9.712 which is much greater than
2 ( 9.712>2) and value is positive and highly significant (= .49 p<.01) which
t value is also greater than 2 (3.152>2), which shows that empathy proneness also
and highly significant (= .12 p<.01) and t value for this path is also greater than 2
well (= .17 p<.05) and t value for this path is also greater than 2 (2.418>2), thus
performance was not significant and negative, as its value (= -.02, n/s) is
insignificant and negative and t calculated value for this path is negative as well (-
So, the results show that all hypotheses except hypothesis 6 (moderating effect)
are accepted. These results will be thoroughly examined in the next discussion
chapter.
Chapter 5
DISCUSSION OF RESULTS
The key finding is that individual traits of a salesperson chosen in this study like
power not only positively but also significantly influence adaptive selling
behaviour of the salesperson. Which show the importance of these individual traits
As results also prove that insurance sectors salesperson are in a strong believe
that their adaptive selling is necessary to deal with their customers as they are well
aware of that to increase their sales it is very much important to shape the content
and quantity of information to share with completely different customers who have
different wants and needs, moreover high adaptation to customer needs and
Results also show that insurance sectors salesperson are also in a believe that
customer oriented behaviour quite similar to the past studies specialize in the
employee will perform adaptive selling and will perform well in sales [Jaramillo et
Results of this study also proves that salespersons Adaptive selling behaviour
have direct and positive impact on salespersons outcome performance without any
selling behaviour via individual traits they are holding then they do not need any
salespersons individual traits play important role in making them practice their
product/services to fulfil the needs and wants of every individual customer, which
because once they are able to retain and satisfy the customers by providing
customized services that exactly match each customers needs then they do not
need any psychological organizational support from their company to increase their
outcome performance. Ultimately when the sales of each salesperson will increase
in the company then overall the sales of whole insurance sector of Pakistan will
boast up and compete with other countries whose insurance sector is stable.
Results of this study also prove the trait theory which this study was testing
his or her individual personality traits, means that sales success depends upon how
been able to explain much of the direct variation in sales performance [Robie et al.
(2005); Verbeke et al. (2011)], as less than 10 percent of variance was explained in
fulfilling this gap as this study shows that 21 percent of variance is explained by
salesperson, which is 2 times more than the past studies on sales performance of
salespersons.
Lastly, this study also contribute by confirming the past studies findings that
adaptive selling behaviour of salespersons has direct and positive relationship with
their outcome performance [Predmore and Bonnice (1994); Oliver and Anderson
(1994); Fakhrdin et al. (2011)] without any variables moderation effect strengthen
Results suggest that sales manager may benefit from a proper mind set of their
salespersons and by recognizing that internal sales behaviour do matter more than
the sales of each salesperson of the company which will ultimately boast up the
sales of whole insurance sector of Pakistan, for that attention should be focused on
each salespersons attributes regarding sales and the kind of behaviour they are
using while dealing with their customers or giving presentations regarding their
offering.
This study suggests that this customer oriented behaviour must be present or
developed in salespersons, but the issue here is that: is this something you hire or
sought out in the hiring process. On the other hand sales managers and sales force
their outcome performance given that adaptive selling behaviour is not all traits
driven.
Finally, expert power of a sales person has also positive and significant impact on
much importance, which is concern of sales managers and sales force trainers as
well.
Chapter 6
CONCLUSION
This study conclude that salespersons traits like trait competitiveness, empathy
customized offering to each customer according to his/her needs and wants which
performance in shape of achieving all sales targets and increase in sales of the
time and limited resources due to which results could be biased, which is the
limitation of this study. Future research can be done on the same subject by
collecting dyadic data from salespersons as well as customers and managers most
unbiased results.
Secondly, this study main focus was on the salespersons of insurance sector so
the results are limited only in insurance sector of Pakistan, further study can be
Third limitation is that this study focus on only one customer oriented selling
adaptive selling behaviour of the salespersons; future research can be done on any
performance, which may result in even more explained variance than this study.
Fourth limitation of this study is that it considered specific four individual traits
outcome performance.