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Continuous techno-training and business-to-business salesperson success: How boosting techno-efficacy enhances sales effort and performance

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  • Rayburn, Steven W.
  • Badrinarayanan, Vishag
  • Anderson, Sidney T.
  • Gupta, Aditya

Abstract

Changes in technological and sales environments necessitate organizations to constantly invest in equipping salespeople with newer technological knowledge and tools. However, the success of investments in technological transformation hinges on salespeople’s beliefs regarding technology, in general, and their recognition that enhancement of technological skills results in better sales outcomes. This study develops and tests a framework that illustrates how continuous techno-training can serve as an important resource for influencing critical technology-related and sales-related outcomes. Specifically, drawing from job demands-resources theory and research on technology training in the sales context, we demonstrate that continuous techno-training can help in developing techno-efficacy directly as well as indirectly through fostering techno-expectancy and suppressing techno-stress. In turn, we show that techno-efficacy is positively related to sales-efficacy, which enhances both sales effort and sales performance. Based on our findings, we offer several meaningful implications to sales research and practice.

Suggested Citation

  • Rayburn, Steven W. & Badrinarayanan, Vishag & Anderson, Sidney T. & Gupta, Aditya, 2021. "Continuous techno-training and business-to-business salesperson success: How boosting techno-efficacy enhances sales effort and performance," Journal of Business Research, Elsevier, vol. 133(C), pages 66-78.
    • Handle: RePEc:eee:jbrese:v:133:y:2021:i:c:p:66-78
    DOI: 10.1016/j.jbusres.2021.04.066
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    1. Elisabeth Rohwer & Joelle-Cathrin Flöther & Volker Harth & Stefanie Mache, 2022. "Overcoming the “Dark Side” of Technology—A Scoping Review on Preventing and Coping with Work-Related Technostress," IJERPH, MDPI, vol. 19(6), pages 1-30, March.
    2. Ting-Chung Huang & Chien-Ta Ho, 2023. "Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development," Sustainability, MDPI, vol. 15(6), pages 1-14, March.
    3. Girish Mallapragada & Aditya Gupta & Brett Josephson, 2022. "The impact of social capital and transaction efficacy on salesperson performance," Production and Operations Management, Production and Operations Management Society, vol. 31(9), pages 3525-3542, September.
    4. Badrinarayanan, Vishag & Ramachandran, Indu, 2024. "Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing," Journal of Business Research, Elsevier, vol. 177(C).
    5. Shams, Riad & Chatterjee, Sheshadri & Chaudhuri, Ranjan, 2024. "Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand," Journal of Business Research, Elsevier, vol. 179(C).
    6. Romain Franck & Maud Dampérat, 2023. "Influence of sales support technologies on salesperson performance: A study of interpersonal and intrapersonal mediators [Influence des technologies d’aide à la vente sur les performances du commer," Post-Print halshs-04159504, HAL.

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