2016 Q2 Research Review – edited by Jeremy Noad
25th April 2016 | Dr Jeremy Noad
These pages aim to keep readers informed of recently published research on sales-related topics, by including abstracts of peer-reviewed academic research published in a range of journals. We have grouped them in the following broad themes: sales performance; customer management; capability development; behavioural studies; and systems and processes
In this edition, we start with four articles on sales performance. The first examines salesperson compensation and its impact on job satisfaction and performance. The second considers the prevalent need for improvisation skills for the salesperson in their customer interactions. Thirdly, research explores the impact of workplace factors on sales forecasting performance. Finally, an investigation on the strength of loyalty to the brands that the salesperson sells finds that high-brand loyalty mitigates job demands placed on the salesperson. In the section on customer management, a paper discusses key accounts and their effectiveness, finding that the performance of key accounts becomes less beneficial over time. Trust is key in any relationship, and this research shows that trust helps build and maintain relationships with customers. The third paper highlights the need for adaption of the sales process is driven by the relationship between the buyer and the salesperson.