Relational Communication Traits and Their Effect on Adaptiveness and Sales Performance

Two relational communication traits, communication apprehension and interaction involvement, are investigated within an adaptive selling framework to assess their impact on salesperson adaptiveness and sales performance. Using a sample of 239 insurance salespeople, results demonstrate that salespeop...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 26; no. 1; pp. 16 - 30
Main Authors Boorom, Michael L, Goolsby, Jerry R, Ramsey, Rosemary P
Format Journal Article
LanguageEnglish
Published New York JAI Press, etc 1998
Springer Nature B.V
Subjects
Anxiety
Communication
Insurance agents & brokers
Interpersonal communication
Marketing
Personal selling
Physiology
Salespeople
Skills
Social research
Statistical analysis
United States > US
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Summary:Two relational communication traits, communication apprehension and interaction involvement, are investigated within an adaptive selling framework to assess their impact on salesperson adaptiveness and sales performance. Using a sample of 239 insurance salespeople, results demonstrate that salespeople exhibiting lower levels of communication apprehension are more highly involved in communication interactions, and higher involvement facilitates increased adaptiveness and sales performance. The importance of effective communication within sales interactions is highlighted and suggestions to improve salesperson communication skill are offered.
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070398261003