Purpose Persistence is widely viewed as essential for success in business to business (B2B) selling, yet it remains unclear how persistence translates into higher sales performance when selling requires experimentation and novel customer solutions. This study examines whether a perceived sales innovativeness climate enables persistence and entrepreneurial self-efficacy (ESE) and, in turn, creative selling, driving B2B sales performance. Design/methodology/approach An online survey of 346 US-based B2B salespeople was analyzed using partial least squares structural equation modelling (PLS-SEM). Findings The perceived sales-innovativeness climate is positively associated with ESE, persistence, and sales performance. Persistence is positively related to sales performance and ESE, but not directly to creative selling. ESE is positively related to creative selling and sales performance, and creative selling is positively related to sales performance. Overall, the results indicate that persistence contributes to creative selling primarily via ESE rather than through a direct effect. Research limitations/implications The study is cross-sectional and relies on self-reported measures, including sales performance. Practical implications Managers should cultivate a climate that supports sales innovativeness and invest in capacity-building, coaching, and experimentation routines so that sustained effort is translated into creative selling behaviors that improve performance. Originality/value The study clarifies the roles of persistence and ESE in B2B sales by showing that creative selling is enabled chiefly through ESE, while persistence primarily strengthens performance and ESE rather than directly driving creativity.
Edwards et al. (Wed,) studied this question.