Adaptive Selling And Sales Performance: An Empirical Examination

Abstract

One of the major advantages of personal selling compared to alternative promotional methods has been described as selling's ability to adjust its messages to meet the buyer's needs. The belief that the key to effective selling is the salesperson's ability to adapt and adjust is one that has widespread popularity. However, like many so-called truisms, this belief has had limited empirical support in the selling literature. The research reported in this article examines the relationship between salesperson productivity and salesperson adaptability in a field setting. Productivity is measured by examining both salesperson and sales manager reports of a salesperson's performance. Adaptability is assessed by using Spiro and Weitz' (1990) ADAPTS scale and by using Merrill and Reid's (1981) versatility scale. Study participants include retail salespeople, their customers, and their sales managers. The results are consistent with prior research, which indicates that questions regarding the efficacy of adaptive selling continue to exist.