1. Introduction2. Literature review3. Conceptual framework and research hypotheses4. Research methodology5. Analysis and results6. Conclusions and discussions

The Effect Of Selling Strategies On Sales PerformanceGhazaleh Moghareh Abed and Mohammad Haghighi

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

Study proposed a conceptual framework and empirically tested a set of hypothesesconcerning the link between selling strategies and sales performance.

Hypothesized Model

sales performance

Commitment salesperson’s strategy

liability and salespeople strategy

Sincerity salesperson’s strategy

Customer-oriented selling strategy

Adaptive selling strategy

Relational selling strategy

Research methodology

Development of instruments

Data analysis

Structural equation model (SEM)

•Content validity•Construct validity•Internal consistency reliability

Sample and data collection

Correlation

Research methodology

Development of instruments

Data analysis

Structural equation model (SEM)

•Content validity•Construct validity•Internal consistency reliability

Sample and data collection

Correlation

•Data Demographics

Adaptive selling strategy

Hypothesis H1. There is a positive relationship between adaptive selling strategy and sales performance.

• Unique sales presentation• Flexible in sales approaches• Communication skills

Sales person needs

Table 1

Adaptive selling strategy

S 1 0.742

S 2 0.568

S 4 0.613

S 5 0.701

Total Variance 56.64

Adaptiveselling

Customer-oriented

Sincerity ofsalespeople

Liability ofsalespeople

Commitment ofsalespeople

Relationalselling

Adaptive Selling

Correlation 1 0.041 0.168 0.279 0.126 -0.164

Significance 0.755 0.199 0.031 0.338 0.211

Customer-oriented selling strategy

Hypothesis

H2. There is a positive relationship between Customer-oriented selling strategyand sales performance.

• Gather information about the customer through effective listening • Analyze and understand customer problems• Tailor their offerings to customer needs

Sales person needs

Table 2

Customer-oriented selling strategy

S 6 0.676

S 7 0.674

S 8 0.790

S 10 0.849

S 11 0.781

Total Variance 56.64

Adaptive selling

Customer-oriented

Sincerity ofsalespeople

Liability of salespeople

Commitment of salespeople

Relational selling

Customer-oriented selling

Correlation 0.041 1 0.003 0.190 0.042 0.151

Significance 0.755 0.985 0.145 0.751 0.250

Salesperson’s strategy

Sales person needs

Hypothesis

H3. There is a positive relationship between Sincerity in salesperson and sales performance.

• Sincerity• Commitment• Liability

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.

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

Adaptive selling

Customer-oriented

Sincerity ofsalespeople

Liability of salespeople

Commitment of salespeople

Relational 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

Table 4

Commitment salesperson’s strategy

S 17 0.703

S 18 0.815

S 19 0.712

Total Variance 55.48

Adaptive selling

Customer-oriented

Sincerity ofsalespeople

Liability of salespeople

Commitment of salespeople

Relational 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

Table 5

Liability and Salespeople Strategy

S 21 0.782

S 22 0.758

S 23 0.691

Total Variance 55.48

Adaptive selling

Customer-oriented

Sincerity ofsalespeople

Liability of salespeople

Commitment of salespeople

Relational 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

Relational selling strategy

Sales person needs

Risk management

Table 6

Relational selling strategy

S 24 0.691

S 26 0.676

S 27 0.691

S 28 0.665

Total Variance 61.23

Adaptive selling

Customer-oriented

Sincerity ofsalespeople

Liability of salespeople

Commitment of salespeople

Relational selling

Relational Selling

Correlation -0.164 0.151 0.119 -0.097 0.100 1

Significance 0.211 0.250 0.366 0.463 0.447

Conclusion

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