Purpose This study aims to explore how creative self-efficacy and emotional intelligence jointly shape salesperson performance within the Job Demands-Resources (JD-R) framework. The research focuses on the mediating role of creative selling behaviors and the moderating effects of EI in the context of B2B salespeople.Design/methodology/approach Data were collected through a survey of 196 French B2B salespeople from various industries using the Qualtrics panel and platform. The study utilized partial least square path modeling (PLS-SEM) to test the hypotheses. Constructs were measured using established scales, including creative self-efficacy, creative selling, salesperson performance, and emotional intelligence.Findings The results indicate that creative self-efficacy significantly enhances creative selling behaviors, which in turn positively influences salesperson performance. However, creative self-efficacy alone does not directly enhance salesperson performance. Emotional intelligence moderates both the relationship between creative self-efficacy and creative selling, and between creative selling and salesperson performance, demonstrating that emotional intelligence strengthens the performance relevance of creative behaviors.Research limitations/implications The study is limited by its reliance on self-reported measures and the lack of dyadic data. Future research should consider incorporating multiple sources of data and exploring additional creative sales skills (e.g. improvisation, co-creation) and their impact on relationship performance.Practical implications Organizations should focus on training programs that enhance both creative self-efficacy and emotional intelligence among salespeople. By fostering an environment that supports the development of personal resources like creativity and emotional awareness, sales managers can help salespeople better manage the demands of creative selling, ultimately improving salesperson performance and strengthening customer relationships.Originality/value This study contributes to the literature by integrating creative self-efficacy and emotional intelligence within the JD-R framework in the context of B2B sales. It highlights the combined effects of cognitive and emotional resources on salesperson performance through creative selling, providing a deeper understanding of the interplay between these factors in driving sales success.
Romain Franck (Sat,) studied this question.