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Sales control and performance: Moderating effects of salesperson and supervisor characteristics

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Despite the importance of sales force control systems, research has not been unequivocal in establishing the impact of sales force control systems on sales force performance. The objective of this article is to address the research inconsistencies herein and analyse the relationship between sales control and performance further by including potential moderating variables. A new contingency model is proposed that incorporates salesperson specific characteristics along with supervisor characteristics as moderating elements in the sales force control and revenue relationship. The seven research propositions were arrived at through a review of past literature in areas related to sales force control systems and sales force performance. These propositions included the moderation effect of salesperson's experience, his/her regulatory focus, and supervisor's competence, on the relationship between sales force controls and performance. The paper suggests that choosing the right set of controls (depending on the salesperson's and the supervisor's characteristics) for managing salespersons can have far reaching effects on a salesperson's performance, and hence firms need to invest in getting the optimal control systems in place.
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Keywords: BEHAVIOURAL CONTROL; EXPERIENCE; OUTCOME CONTROL; REGULATORY FOCUS; SALESPERSON PERFORMANCE; SUPERVISOR COMPETENCE

Document Type: Research Article

Publication date: March 1, 2018

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