The congruence of manager perception of salesperson performance and knowledge-based measures of adaptive selling

Kenneth A. Anglin, Jeffrey J. Stolman, James W. Gentry

Research output: Contribution to journalArticle

30 Scopus citations


The case made for adaptive selling has been strong, yet the relationship between adaptive selling capability and sales performance exists largely on a conceptual rather than an empirical basis. The relationship between the adaptive selling capability reflected in script-based knowledge structures and sales performance is examined using both subjective and objective sales performance measures. Cognitive sales scripts are elicited based on a simulated selling task in which the prospective buyer deviates from expected behavior. The results indicate that higher performers, as identified by their sales managers, are more likely to be adaptive. Future research implications are discussed, and some initial thoughts regarding managerial applications of these findings are presented.

Original languageEnglish (US)
Pages (from-to)81-90
Number of pages10
JournalJournal of Personal Selling and Sales Management
Issue number4
Publication statusPublished - Jan 1 1990


ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

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