Salesperson’s procedural knowledge, experience and performance

The authors investigated the moderating effect of sales experience on the relationship between salespeople’s procedural knowledge and their performance, using a sample of 108 salespeople working at three car dealerships in Japan. Moderated regression analyses suggested that the more experience salespeople gain, the stronger the relationship between procedural knowledge and performance becomes. The results provide some support for the hypothesis that the sales experience moderates the relationship between procedural knowledge and performance, which is consistent with Anderson’s (1982, 1983) model and the ten‐year rule of necessary preparation in expertise research. The results also suggest that a high‐performing sales expert has customer‐oriented and active selling knowledge. Theoretical and practical implications of these findings in managing salespeople are discussed.