Adaptive Selling Behavior and Salesperson Performance in the Ugandan Insurance Industry: An Empirical Study

Despite extensive research on salesperson performance, insurance salespersons continue to report lowperformance, which has attracted the attention of scholars, practitioners, and policymakers. This researchpresents empirical data that promises to resolve the conundrum surrounding the debate on whethersalespeople who exhibit adaptive selling behavior can perform better. The study investigated theassociation between salesperson adaptive selling behavior and salesperson performance amongsalespeople in the insurance industry in Uganda, using adaptive selling behavior and expectancy theoriesas theoretical foundations. It employs a positivistic paradigm and an explanatory design. Primary datawere obtained via a questionnaire. from a sample of 328 licensed insurance salespersons using aproportionate stratified simple random technique. The study reveals a positive and statistically substantiallink between salesperson adaptive selling behavior and salesperson performance and concludes that theimproved performance of salespeople is influenced by possession of adaptive selling behavior. It suggestsextensive interviews and evaluations conducted by insurance companies in order to identify and selectsales representatives who possess the ability to discern and comprehend customer requirements, adapttheir communication techniques, and tailor sales strategies in accordance with the unique preferences andcircumstances of each customer and. Forthcoming studies ought test proposed model in a different countrywith a mixed‐methods approach with a longitudinal design to verify the results.