銷售人員自我監控能力、適應性銷售行為對銷售績效之關連-情境觀點

The Linkages Among Salesperson’s Ability of self-monitoring, Adaptive Selling Behavior, and Sales performance:A Situational Approach

張育維(Yu-Way Chang)

指導教授 ： 陳嵩

崑山科技大學/商業管理學院/企業管理研究所/碩士(2006年)

https://doi.org/10.6828/KSU.2006.00038

摘要

在大部分的商業組織中，銷售人員是創造營收的主要來源，因此如何提升銷售人員的銷售績效，一直是學術界及實務界關注的焦點。為了提升銷售人員的銷售績效，早期的研究多以如何激勵銷售人員更努力的工作(working harder)為焦點；實務界的銷售人員激勵方案亦多注重於如何激勵銷售人員用更多的時間銷售、拜訪更多的顧客、對棘手的顧客投入更多的心力。然而與其它推廣方式相比，人員銷售是最能在與相同或不相同的顧客互動時，能依據銷售情境資訊(如顧客的需求、問題、信念等)調整其銷售策略及方法，也就是適應性銷售(adaptive selling)。
本研究以銷售人員的適應性銷售行為作為焦點，探討、推論銷售人員的自我監控能力（包括知覺情境線索能力及調整銷售策略能力）對適應性銷售行為的影響，適應性銷售行為對銷售績效的影響，並以顧客需求差異性及公司資源的支援作為干擾變項，探討其對適應性銷售行為、銷售績效的影響。並以國內人壽保險公司的432位銷售人員為問卷調查實證對象。
本研究迴歸分析顯示，銷售人員知覺情境線索能力對適應性銷售行為具有影響，顧客需求差異越大，銷售人員知覺情境線索能力對適應性銷售行為越有影響；公司資源的支援越大，銷售人員調整銷售策略能力對適應性銷售行為越有影響。本研究亦顯示，適應性銷售行為對銷售績效呈顯著影響，顧客需求差異越大、公司資源的支援越大，適應性銷售行為對銷售績效的正向影響也越具有效果。最後本研究依據實證結果提出銷售力管理及後續研究的建議。

關鍵字

銷售情境 ； 銷售績效 ； 適應性銷售行為 ； 自我監控能力

並列摘要

The salesperson is a major revenue-producing and cost-generating factor in most business enterprises. So what a sales performance of improving the salesperson, it always the focus that the academic world and industrial field. For improve sales performance of salesperson, a early one with how research encourage salesperson working harder as the focus more; The salesperson of the academic world encourages the scheme to also pay attention to how to encourage the salesperson to spend more time selling more, visit more customers , throw the thorny customer into more mental and physical efforts. But compared with other popularization ways, it can be while interacting with the same or not the same customer most that personnel sell, can adjust its sales tactics and method according to selling the situation information (such as the customer's demand , question , faith ) , that is to say that adaptive selling.
The study, with a focus on salesperson’s Adaptive Selling Behavior, explores the influence of salespeople’s ability of self-monitoring (include Ability of perceive situations clue and ability of modify sales strategy)on Adaptive Selling Behavior, and the influence of Adaptive Selling Behavior on selling performance. And probe into the influence of heterogeneity of customers’ needs and company’s offering of resources on Adaptive Selling Behavior and sales performance. Four hundreds and thirty-two salespersons from life insurance industry will be sampled as empirical subjects.
The findings of regression analysis indicate that salesperson’s ability of perceive situations clue relationship to Adaptive Selling Behavior，the higher heterogeneity of customers’ needs is，the higher salesperson’s ability of perceive situation clue relationship to Adaptive Selling Behavior；the higher company’s offering of resources is，salesperson’s ability of modify sales strategy relationship to Adaptive Selling Behavior。Moreover，Adaptive Sellig Behavior relationship to sales performance，the higher heterogeneity of customers’ needs and company’s offering of resources is，the higher Adaptive Sellig Behavior relationship to sales performance。Finally, managerial implications for sales-force management and recommendations for future research are presented.

並列關鍵字

sales performance ； sales situations ； adaptive selling behavior ； self-monitoring

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