{
  "title": "What predicts sales performance? A meta-analysis",
  "url": "https://www.shr.swiss/blog/qu-est-ce-qui-predit-la-performance-commerciale-une-meta-analyse-en",
  "language": "en",
  "datePublished": "2026-08-17",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "Selling knowledge, adaptiveness and role clarity matter more than personality traits.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Lausanne",
    "region": "Vaud",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "The synthesis",
      "point": "Willem Verbeke, Bart Dietz and Ernst Verwaal (2011, Journal of the Academy of Marketing Science) pool four decades of studies: selling-related knowledge, adaptiveness and role clarity are among the strongest predictors.."
    },
    {
      "heading": "Adaptive selling",
      "point": "Rosann Spiro and Barton Weitz (1990, Journal of Marketing Research) define adaptive selling as adjusting behaviour to each interaction, and propose a measure.."
    },
    {
      "heading": "The nuance",
      "point": "Effects vary by sector and performance measure; many studies rely on manager ratings."
    },
    {
      "heading": "The limit of common practice",
      "point": "Training a single pitch applied identically to all clients.."
    },
    {
      "heading": "A practical check in Lausanne",
      "point": "After each key meeting, write one sentence on what was adapted to the client."
    }
  ],
  "sources": [
    {
      "authors": "Verwaal",
      "year": "2011",
      "source": "Journal of the Academy of Marketing Science"
    },
    {
      "authors": "Weitz",
      "year": "1990",
      "source": "Journal of Marketing Research"
    }
  ],
  "wordCount": 143,
  "image": "https://www.shr.swiss/img/blog-editorial-2026-08-17-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/qu-est-ce-qui-predit-la-performance-commerciale-une-meta-analyse",
    "en": "https://www.shr.swiss/blog/qu-est-ce-qui-predit-la-performance-commerciale-une-meta-analyse-en",
    "de": "https://www.shr.swiss/blog/qu-est-ce-qui-predit-la-performance-commerciale-une-meta-analyse-de",
    "it": "https://www.shr.swiss/blog/qu-est-ce-qui-predit-la-performance-commerciale-une-meta-analyse-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/lausanne",
    "city": "https://www.shr.swiss/formations-ville/lausanne",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}