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Investigating salesperson performance factors: A systematic review of the literature on the characteristics of effective salespersons

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  • Herjanto, Halimin
  • Franklin, Drew

Abstract

Business and consumer buying behaviour has changed dramatically in recent time; a fact that is not lost on selling organisations when considering how best to recalibrate salesperson performance measures in response. However, a contemporary, systematic review of the academic literature concerning those most effective salesperson performance factors is markedly absent. This study joins a long line of investigatory efforts regarding the characteristics and habits of successful salesperson performance by adopting meta-analysis techniques to investigate the salesperson performance literature, content-analysing over 250 published articles from 1986 to 2017 and synthesising the findings into a new salesperson performance typology. The study finds that personal, organisational, co-worker, buyer and situational dimensions are responsible for increasing salespersons’ performance. Additionally, this work offers a parsimonious overview of current key salesperson performance research as well as a clear agenda for future salesperson performance research.

Suggested Citation

  • Herjanto, Halimin & Franklin, Drew, 2019. "Investigating salesperson performance factors: A systematic review of the literature on the characteristics of effective salespersons," Australasian marketing journal, Elsevier, vol. 27(2), pages 104-112.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:2:p:104-112
    DOI: 10.1016/j.ausmj.2018.12.001
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    References listed on IDEAS

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    1. Rapp, Adam & Baker, Thomas L. & Bachrach, Daniel G. & Ogilvie, Jessica & Beitelspacher, Lauren Skinner, 2015. "Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance," Journal of Retailing, Elsevier, vol. 91(2), pages 358-369.
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    5. Park, Jeong Eun & Deitz, George D., 2006. "The effect of working relationship quality on salesperson performance and job satisfaction: Adaptive selling behavior in Korean automobile sales representatives," Journal of Business Research, Elsevier, vol. 59(2), pages 204-213, February.
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    Cited by:

    1. Nour El Houda Ben Amor, 2019. "What Skills Make a Salesperson Effective? An Exploratory Comparative Study among Car Sales Professionals," International Business Research, Canadian Center of Science and Education, vol. 12(11), pages 76-93, November.
    2. Jorge Bullemore, 2024. "Unveiling the Shadow: Theorizing the Impact of Narcissistic Leadership on Sales Teams," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 1-4, May.
    3. Caroline Glackin & Murat Adivar, 2023. "Modeling independent sales representative performance: application of predictive analytics in direct selling for improved outcomes," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 613-628, December.
    4. Tran, Mai Dong & Nguyen, Phong Nguyen, 2020. "The impact of passion on sales performance: Is negotiation a missing link?," Australasian marketing journal, Elsevier, vol. 28(3), pages 124-133.
    5. Kremez, Zhanna & Frazer, Lorelle & Thaichon, Park, 2019. "The effects of e-commerce on franchising: Practical implications and models," Australasian marketing journal, Elsevier, vol. 27(3), pages 158-168.

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