Framing antecedents of salesperson performance in B2B - model and findings

Abstract

The research objective of this work is to verify and validate a conceptual framework of salesperson performance (SPP) antecedents in business-to-business (B2B). A total of 236 questionnaires out of 315 were returned, generating a response rate of 74.9%. A conceptual framework was identified consisting of the following categories: skill level, role perception, motivation, aptitude and organisational/environmental. This research tests 12 antecedents of SPP and offers opportunities for further research in other B2B settings. The antecedents can guide practitioners in assessing SPP in B2B settings. This work makes a valuable and relevant contribution by enhancing the theory of SPP-antecedents and provides various opportunities for further studies. It verifies the conceptual framework empirically based on 12 antecedents of SPP.