穆罕默德 王建玲

Abstract：The study focuses on selling adaptive selling behavior（ASB） and sales performance（SP）. In order to focus on the ASB of salespeople， an extensive literature review has been performed. Our analyses are based on responses from 136 salespeople. This paper examines improvement in SP by ASB.

Keywords：ASB；SP

中圖分類號(hào)：F274；F224 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：1005-5312（2016）14-0273-01

ASB is the salesperson ability and communication style that allows him to accommodate different selling situations is regarded as constructive in enhancing sales performance. The study of Weitz（1978） was the first research to postulate the positive relationship between ASB and SP， and many scholars have conducted further research to provide evidences to support this relationship ASB is a custom approach for directing sales to certain consumers， based on their preference “Adapting to customers entails focusing on their individual needs and preferences” The practice of ASB is by definition， behavior that relates to the in person， dyadic interactions which characterize the relationship between the salesperson and the customer and includes prospecting， qualifying， interacting with， and presenting to them （see Spiro and Weitz1990）. Tabbiner（2000） and Reid et al.（2002） have completed research on the concept of salesperson adaptation， communication behaviors， and sales performance. Tabbiner（2000） explored adaptive behaviors， in correlation with Plank and Reids four communication behaviors， to determine sales performance in the healthcare industry. Blackshear and Plank（1994） suggested that SP based on adaptive sales techniques and the salespersons behaviors. Their research showed that “rapid adjustments by the salesperson during a sales presentation to respond to these needs were an integral part of adaptive skills” Sales representatives that were able to adjust to the new methods easily were thought to have better sales performance. SP is often defined by the quantity and quality of sales closed in a given time period. However， the literature provides several perspectives on evaluating SP.

一、HYPOTHESES

（H1）：There is a positive relationship between ASB and SP

二、ANALYSIS

Table1 was to examine the 16ASB indicators. A principal component analysis with varimax rotations was undertaken. All factor loadings were over 0.5 with the exception of three which were below 0.5.

Table 1

Factor analysis ASB （N=136）

The hypotheses were tested using regression analysis.（H1） uses a single measure of target based SP as the dependant variable and the ASB as the independent variable. The results showed that appropriate regression analysis. ASB is significant at 0.01. This analysis indicates that ASB is a powerful predictor.

三、Conclusion

The results of this study indicate that a salespersons ASB positively related to SP. The implications of this finding suggest that salespeople should be concerned with developing selling skills to generate prescription for their products. Moreover， this article calls for the adoption of selling behaviors in selling presentations to greater success for sales numbers. The results also show that a salespersons ASB significantly affect buyer perceptions of both salesperson expertise and loyalty to the relationship. Top management should urge salespeople to perform ASB which contribute to the maintenance of long term relationship with key Prescribers.

References：

[1]Laurent Georges.Relational Selling Strategy and Key Account Managers Relational Behaviors： An Exploratory Study[M].Industrial Marketing Management， 2007.

[2]Journal of Business Ethics.Franke， George R.and Jeong-Eun Park（2006）[J].Salesperson Adaptive Selling Behavior and Customer，2011（98）.

[3]Orientation：A Meta-Analysis， Journal of Marketing Research，F(xiàn)aturoc-hman，1997.