Advertisement

The Salesperson Personality: Of Know-It-Alls, Socializers and Allrounders

  • Christian HomburgEmail author
  • Heiko Schäfer
  • Janna Schneider
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

The last few years have witnessed an increasing similarity between service offerings in many sectors. While there often used to be considerable differences in product quality, products nowadays are often virtually interchangeable in terms of level of quality and performance. Today, it is people that make the difference between suppliers. Their skills and abilities, their knowledge and their behavior often determine sales success. Enduring sales success has less to do with special sales techniques, but rather essentially depends on three aspects which the authors cover in this chapter:
  • Personality traits

  • Social skills

  • Professional skills

This chapter considers the nature of the salesperson personality and the blend of traits that can make a salesperson successful in different situations. For example, this chapter offers a unique typology of customers to which salespeople must adapt.

Keywords

Personality Trait Social Competence Customer Orientation Personality Type Professional Competence 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Aggarwal, P., Castleberry, S., Ridnour, R., & Shepherd, C. (2005). Salesperson empathy and listening: Impact on relationship outcomes. Journal of Marketing Theory and Practice, 13(3), 16–31.Google Scholar
  2. Badovick, G., Hadaway, F., & Kaminsky, P. (1992). Attributions and emotions: the effects on salesperson motivation after successful vs. unsuccessful quota performance. Journal of Personal Selling and Sales Management, 12(3), 1–10.Google Scholar
  3. Bandura, A., & Locke, E. (2003). Negative self-efficacy and goal effects revisited. Journal of Applied Psychology, 88(1), 87–99.CrossRefGoogle Scholar
  4. Bänsch, A. (2006). Verkaufspsychologie und Verkaufstechnik (8th ed.). München: Oldenbourg.CrossRefGoogle Scholar
  5. Belz, Ch. (1999). Verkaufskompetenz: Chancen in umkämpften Märkten, Konzepte und Innovationen, Kunden- und Leistungskriterien, Organisation und Führung (2nd ed.). St. Gallen: Thexis.Google Scholar
  6. Boorom, M., Goolsby, J., & Ramsey, R. (1998). Relational communication traits and their effect on adaptiveness and sales performance. Journal of the Academy of Marketing Science, 26(1), 16–30.CrossRefGoogle Scholar
  7. Castleberry, S., Shepherd, C., & Ridnour, R. (1999). Effective interpersonal listening in the personal selling environment: Conceptualization, measurement, and nomological validity. Journal of Marketing Theory and Practice, 7(1), 30–38.Google Scholar
  8. Churchill, G., Ford, N., Hartley, S., & Walker, O. (1985). The determinants of salesperson performance: A meta-analysis. Journal of Marketing Research, 22, 103–118.CrossRefGoogle Scholar
  9. Comer, L., & Drollinger, T. (1999). Active empathetic listening and selling success: A conceptual framework. Journal of Personal Selling and Sales Management, 19(1), 15–29.Google Scholar
  10. Hennig-Thurau, T., & Thurau, C. (1999). Sozialkompetenz als vernachlässigter Untersuchungsgegenstand des (Dienstleistungs-)Marketing. Marketing ZFP, 21(4), 297–311.Google Scholar
  11. Homburg, Ch, & Stock, R. (2000). Der kundenorientierte Mitarbeiter: Bewerten – Begeistern – Bewegen. Wiesbaden: Gabler.CrossRefGoogle Scholar
  12. Lewicki, R., Litterer, J., Minton, J., & Saunders, D. (1994). Negotiation. Burr Ridge: Irwin.Google Scholar
  13. McBane, D. (1995). Empathy and the salesperson: A multidimensional perspective. Psychology and Marketing, 12(4), 349–371.CrossRefGoogle Scholar
  14. Merril, D., & Reid, R. (1981). Personal Styles and Effective Performance. Radner: Chilton Book Co.Google Scholar
  15. Nerdinger, F. (2001). Psychologie des persönlichen Verkaufs. In o.V. München (2001), Drei von vier sind wirklich drin, Studie zur Internet-Nutzung in Deutschland von Jupiter MMXI Online Landscape, abgerufen unter www.GfK.de am 14.11.2001.
  16. Pilling, P., & Eroglu, S. (1994). An empirical examination of the impact of salesperson empathy and professionalism and merchandise saleability on retail buyers’ evaluations. Journal of Personal Selling and Sales Management, 14(Winter), 45–68.Google Scholar
  17. Ramsey, R., & Sohi, R. (1997). Listening to your customers: The impact of perceived salesperson listening behavior on relationship outcomes. Journal of the Academy of Marketing Science, 25(2), 127–137.CrossRefGoogle Scholar
  18. Schäfer, H. (2002). Die Erschließung von Kundenpotenzialen durch Cross-Selling – Erfolgsfaktoren für ein produktübergreifendes Beziehungsmanagement. Wiesbaden: Gabler.CrossRefGoogle Scholar
  19. Schulman, P. (1999). Applying learned optimism to increase sales productivity. Journal of Personal Selling and Sales Management, 19(1), 31–37.Google Scholar
  20. Sebenius, J. (2001). Six habits of merely effective negotiators. Harvard Business Review, 79(4), 87–95.Google Scholar
  21. Sidow, H. (2007). Key Account Management: Wettbewerbsvorteile durch kundenbezogene Strategien (8 Aufl.). Landsberg am Lech.Google Scholar
  22. Spiro, R., & Weitz, B. (1990). Adaptive selling: Conceptualization, measurement, and nomological validity. Journal of Marketing Research, 27(February), 61–69.CrossRefGoogle Scholar
  23. Tebbe, C. (2000). Erfolgsfaktoren des persönlichen Verkaufsgesprächs – Adaptives Verkaufen im Kundenkontakt. Frankfurt am Main: Lang.Google Scholar
  24. Wang, G., & Netemeyer, R. (2002). The effects of job autonomy, customer demandingness, and trait competitiveness on salesperson learning, self-efficacy, and performance. Journal of the Academy of Marketing Science, 30(3), 217–228.CrossRefGoogle Scholar
  25. Weis, H. (2003). Verkaufsgesprächsführung (4th ed.). Ludwigshafen: Kiehl.Google Scholar
  26. Weitz, B., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(October), 174–191.CrossRefGoogle Scholar
  27. Winkelmann, P. (2008b). Vertriebskonzeption und Vertriebssteuerung: Die Instrumente des integrierten Kundenmanagements (CRM) (4th ed.). München: Vahle.Google Scholar
  28. Zahn, E. (1997). Vertrieb und Verkauf 2000. München: N. Müller.Google Scholar
  29. Homburg, Ch., Kuester, S., Krohmer, H. (2009). Marketing Management: A Contemporary Perspective, Berkshire: Mcgraw-HillGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
    Email author
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

Personalised recommendations