The paper goal is to identify the predictors of the sales team that determine business performance and cross-selling in the relationship marketing. In the theoretical model, we suggested hypotheses that are associated with sales performance and cross-selling. In terms of results, cross-selling and sales training had significant association with business performance in the B2B channel. The boss pressure also had significant relation. The leadership pressure means that there is much pressure and demand for better results. However, this high pressure decreases cross-selling performance. The results supported this assumption. Also, understanding the consumer' s need affected cross-selling. Finally, directing sales, which had a negative relationship with performance in the retail segment B2B, was positive in the pharmaceutical segment, B2C.
Sales; cross-selling; performance; retail; consumer
