Purpose: The purpose of this study was to investigate the effect of salespeople’s individual sales capabilities on selling behaviors. And figure out short-term sales performance that affected by salespeople’s selling behaviors in door-to-door personal selling channel. And we attempted to provide meaningful implications for companies that want to increase sales performance. Research design, data, and methodology: The collected method was conducted by surveying door-to-door salespeople in South Korea and their sales performance during three months. And 214 data were collected. The hypotheses are tested using the structural equation modeling technique. Reliability test and confirmatory factor analysis were performed for research validity and reliability of the study. Results: First, salespeople’s individual sales capabilities have a positive effect on the selling behavior. Second, the salespeople’s individual sales capabilities have a greater impact on customer-oriented selling behavior than sales oriented selling behavior. Third, sales-oriented selling behavior only has significant positive effects on sales performance. Fourth, the salespeople’s sales-oriented selling behavior has a greater impact than customer-oriented selling behavior. Fifth, the effect of salespeople’s individual sales capabilities to performance was not adopted because it showed statistically insignificant results. Implications: The study offers practical and theoretical insights into understanding how they affect the individual selling capabilities of salespeople, their selling behaviors and short-term sales performance. Based on the results, the impacts of individual sales capabilities may differ in other contexts. Firms should focus on salespeople’s selection and concentration. Which are required depending on whether the salespeople’s goal is to secure performance through long-term customer satisfaction and loyalty or to pursue performance improvement for short-term goals.
Jun et al. (Wed,) studied this question.