What predicts sales performance? A meta-analysis
Hire 'natural sellers' or build skills? A synthesis of decades of research sheds light.
The synthesis
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.
Adaptive selling
Rosann Spiro and Barton Weitz (1990, Journal of Marketing Research) define adaptive selling as adjusting behaviour to each interaction, and propose a measure.
The nuance
Effects vary by sector and performance measure; many studies rely on manager ratings. (our executive and employee training programmes)
The limit of common practice
Training a single pitch applied identically to all clients.
A practical check in Lausanne
After each key meeting, write one sentence on what was adapted to the client. Compare conversion over a quarter for meetings with and without a noted adaptation. To go further: explore the High-Value Selling training in Lausanne, or browse our executive and employee training programmes in Switzerland.
In pictures: High-Value Selling in Lausanne
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