Os Fatores Preditores do Desempenho de Vendas: um estudo com vendedores atacadistas

Donassolo, Paulo Henrique; Matos, Celso Augusto de

doi:10.7819/rbgn.v16i52.1686

RESUMO

A compreensão sobre os fatores que influenciam o desempenho do vendedor e de como eles variam, em diferentes contextos, é fundamental tanto para os gestores quanto para os pesquisadores em vendas e marketing. Diversos estudos buscam identificar quais são os fatores que mais influenciam o desempenho do vendedor. A importância desses fatores pode variar de acordo com o tipo do produto e do contexto em que as vendas são realizadas. Este trabalho tem por objetivo testar um modelo que consolida diversos fatores influenciadores do desempenho do vendedor. Para atingir seus objetivos, este estudo revisa diversos modelos validados em outros contextos de vendas e realiza a escolha de um deles para, posteriormente, testá-lo por meio de uma pesquisa descritiva, baseada em uma survey realizada com 301 vendedores externos vinculados a empresas atacadistas localizadas em diversos estados do Brasil. Os resultados obtidos na pesquisa indicam a adequação do modelo testado, com bons índices de ajustamento. A relação entre Autoeficácia, Esforço e Desempenho foi confirmada, e demonstrou ser o principal caminho que influencia o Desempenho. As implicações dessas análises, tanto acadêmicas quanto gerenciais, são discutidas e apresentadas no presente trabalho.

Palavras-chave:
Vendas; Vendedores; Atacado; Desempenho; Survey

RESUMEN

La comprensión de los factores que influyen en el desempeño del vendedor y cómo estos factores varían en los diferentes ámbitos es crucial tanto para los administradores como para los investigadores en ventas y marketing. Diferentes estudios tratan de identificar cuáles son los factores que más influyen en el desempeño del vendedor. La importancia de estos factores puede variar de acuerdo con el tipo de producto y el contexto en el que se realizan las ventas. Este estudio trata de probar un modelo que consolida varios factores que influyen en el desempeño del vendedor. Para lograr sus objetivos, este estudio examina varios modelos validados en otros ámbitos de ventas y realiza la elección de uno de ellos para luego probarlo través de un estudio descriptivo basado en una encuesta realizada a 301 proveedores externos vinculados a empresas mayoristas ubicadas en varios estados de Brasil. Los resultados obtenidos en esta investigación indican la idoneidad del modelo probado con buenos niveles de ajuste. Se confirmó y demostró que la relación entre la autoeficacia, el estrés y el desempeño es la principal forma de influencia en el desempeño. Las implicaciones de estos análisis, académicos y administrativos se presentan y analizan en este documento.

Palabras clave:
Ventas; Vendedores; Mayoristas; Desempeño; Encuesta

ABSTRACT

Understanding which factors influence sales performance and how these factors vary in different contexts is essential both for managers and for researchers in the field of sales and marketing. Several studies have sought to identify the factors that exert most influence over the performance of salespeople. The importance of these factors may vary according to product type and the context in which sales are made. This paper seeks to test a model that consolidates a number of factors that influence sales performance of salespeople. In order to achieve these objectives, this paper addresses various models validated in other sales contexts and selects one of these to later test it by means of a descriptive study based on a survey conducted with 301 outside salespeople linked to wholesale companies located in different states of Brazil. The results obtained from the survey supported the adequacy of the model, which presented good fit indexes. The relationship between Self-efficacy, Effort and Performance has been confirmed and proved to be the main way that influences the performance of the salespeople. Both the academic and the managerial implications of these tests are presented and discussed in this paper.

Keywords:
Sales; Salespeople; Wholesale; Performance; Survey

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Full text available only in PDF format.

REFERÊNCIAS

BAGOZZI, R. P. The nature and causes of self-esteem, performance, and satisfaction in the sales force: a structural equation approach. Journal of Business, Chicago, v. 53, n. 3, p. 315-331, July 1980.
BAGOZZI, R. P.; Yi, Y. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, [S. l.], v. 16, n. 1, p. 74-94, 1988.
BEHRMAN, D. N.; PERREAULT JR, W. D. A role stress model of the performance and satisfaction of industrial salespersons. Journal of Marketing, Chicago, v. 48, n. 4, p. 9-21, Autumm 1984.
BREWER, G. Mind reading: what drives top salespeople to greatness. Sales and Marketing Management, New York, v. 146, n. 5, p. 82-88, May 1994.
BROWN, S. P.; PETERSON, R. A. The effect of effort on sales performance and job satisfaction. Journal of Marketing, Chicago, v. 58, n. 2, p. 70-80, Apr. 1994.
BYRNE, B. M. Structural equation modeling with AMOS: basic concepts, applications, and programming. 2nd ed. New York: Routledge, 2010.
CANNON, J. P.; PERREAULT JR, W. D. Buyer-seller relationships in business markets. JMR Journal of marketing research, Chicago, v. 36, n. 4, p. 439-460, Nov. 1999.
CHURCHILL JR, G. A.; et al. The determinants of salesperson performance: a meta-analysis. JMR Journal of Marketing research, Chicago, v. 22, n. 2, p. 103-118, Aug. 1985.
CHURCHILL JR, G. A.; FORD, N. M.; WALKER JR, O. C. Measuring the job satisfaction of industrial salesmen. JMR Journal of Marketing Research, Chicago, v. 11, n. 3, p. 254-260, Aug. 1974.
DILLMAN, D. A. et al. Response rate and measurement differences in mixed-mode surveys using mail, telephone, interactive voice response (IVR) and the Internet. Social Science Research, San Diego, v. 38, n. 1, p. 1-18, Mar. 2009.
GARSON, G. D. Structural equation modeling. Asheboro, NC: Statistical Associates, 2012.
HAIR, J. F. et al. Análise multivariada de dados. 6. ed. Porto Alegre: Bookman, 2009.
HITT, M. A. et al. Direct and moderating effects of human capital on strategy and performance in professional service firms: a resource-based perspective. Academy of Management Journal, Briarcliff Manor, v. 44, n. 1, p. 13-28, Apr. 2001.
HUANG, M.; WANG, E. T. G. Marketing is from Mars, it is from Venus: aligning the worldviews for firm performance. Decision Sciences, Atlanta, v. 44, n. 1, p. 87-125, Feb. 2013.
INGRAM, T. N. et al. Gerenciamento de vendas: análise e tomada de decisão. São Paulo: Cengage Learning, 2008.
INGRAM, T. N.; LEE, K. S.; SKINNER, S. J. An empirical assessment of salesperson motivation, commitment, and job outcomes. Journal of Personal Selling & Sales Management, New York, v. 9, n. 3, p. 25-33, Fall 1989.
JARAMILLO, F.; MULKI, J. P. Sales effort: the intertwined roles of the leader, customers, and the salesperson. Journal of Personal Selling and Sales Management, New York, v. 28, n. 1, p. 37-51, Winter 2008.
JAWORSKI, B. J.; KOHLI, A. K. Supervisory feedback: alternative types and their impact on salespeople’s performance and satisfaction. JMR Journal of Marketing Research, Chicago, v. 28, n. 2, p. 190-201, May 1991.
KOHLI, A. K.; SHERVANI, T. A.; CHALLAGALLA, G. N. Learning and performance orientation of salespeople: the role of supervisors. JMR Journal of Marketing Research, Chicago, v. 35, n. 2, p. 263-274, May 1998.
KRISHNAN, B. C.; NETEMEYER, R. G.; BOLES, J. S. Self-efficacy, competitiveness, and effort as antecedents of salesperson performance. The Journal of Personal Selling & Sales Management, New York, v. 22, n. 4, p. 285-295, Fall 2002.
LOCKE, E. A. Toward a theory of task motivation and incentives. Organizational Behavior and Human Performance, [S. l.], v. 3, n. 2, p. 157-189, May 1968.
MALHOTRA, N. K. Pesquisa de marketing: uma orientação aplicada. 3. ed. Porto Alegre: Bookman, 2001.
MATSUO, M.; KUSUMI, T. Salesperson’s procedural knowledge, experience and performance: an empirical study in Japan. European Journal of Marketing, Bradford, v. 36, n. 7-8, p. 840-854, 2002.
MENGUC, B.; BARKER, T. Re-examining field sales unit performance: insights from the resource-based view and dynamic capabilities perspective. European Journal of Marketing, Bradford, v. 39, n. 7-8, p. 885-909, 2005.
RANCHHOD, A.; ZHOU, F. Comparing respondents of e-mail and mail surveys: understanding the implications of technology. Marketing Intelligence & Planning, Bradford, v. 19, n. 4, p. 254-262, 2001.
RANGARAJAN, D.; JONES, E.; CHIN, W. Impact of sales force automation on technology-related stress, effort, and technology usage among salespeople. Industrial Marketing Management, New York, v. 34, n. 4, p. 345-354, May 2005.
RENTZ, J. O. et al. A measure of selling skill: scale development and validation. Journal of Personal Selling & Sales Management, New York, v. 22, n. 1, p. 12-21, Winter 2002.
SABNIS, G. et al. The sales lead black hole: on sales Reps’ Follow-Up of marketing leads. Journal of Marketing, Chicago, v. 77, n. 1, p. 52-67, Jan. 2013.
SAXE, R.; WEITZ, B. A. The SOCO scale: a measure of the customer orientation of salespeople. JMR Journal of Marketing Research, Chicago, v. 19, n. 3, p. 343-351, Aug. 1982.
SCHWEPKER JR., C. H.; INGRAM, T. N. An exploratory study of the relationship between the perceived competitive environment and salesperson job performance. Journal of Marketing Theory and Practice, Armonk, v. 2, n. 3, p. 15-28, Summer 1994.
STAJKOVIC, A. D.; LUTHANS, Fred. Self-efficacy and work-related performance: a meta-analysis. Psychological Bulletin, Washington, D.C, v. 124, n. 2, p. 240-261, 1998.
SUJAN, H. Smarter versus harder: an exploratory attributional analysis of salespeople’s motivation. JMR Journal of Marketing Research, Chicago, v. 23, n. 1, p. 41-49, Feb. 1986.
SUJAN, H.; WEITZ, B. A.; KUMAR, N. Learning orientation, working smart, and effective selling. Journal of Marketing, Chicago, v. 58, n. 3, p. 39-52, July 1994.
VERBEKE, W.; DIETZ, B.; VERWAAL, E. Drivers of sales performance: a contemporary meta-analysis: have salespeople become knowledge brokers? Journal of the Academy of Marketing Science, [S. l.], v. 39, n. 3, p. 407-428, 2011.
WACHNER, T.; PLOUFFE, C. R.; GRÉGOIRE, Y. SOCO’s impact on individual sales performance: the integration of selling skills as a missing link. Industrial Marketing Management, New York, v. 38, n. 1, p. 32-44, Jan. 2009.
WALKER JR., O. C.; CHURCHILL JR., G. A.; FORD, N. M. Motivation and performance in industrial selling: present knowledge and needed research. JMR Journal of Marketing Research, Chicago, v. 14, n. 2, p. 156-168, May 1977.
WEITZ, B. A.; SUJAN, H.; SUJAN, M. Knowledge, motivation, and adaptive behavior: a framework for improving selling effectiveness. Journal of Marketing, Chicago, v. 50, n. 4, p. 174-191, Oct. 1986.

2
Processo de avaliação: Double Blind Review

APÊNDICE A - CONSTRUCTOS E ITENS

Autoeficácia

Competitividade

Esforço

Desempenho

Datas de Publicação

Publicação nesta coleção
Jul-Sep 2014

Histórico

Recebido
27 Jun 2013
Aceito
08 Out 2014

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] BAGOZZI, R. P. The nature and causes of self-esteem, performance, and satisfaction in the sales force: a structural equation approach. Journal of Business, Chicago, v. 53, n. 3, p. 315-331, July 1980.

[2] BAGOZZI, R. P.; Yi, Y. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, [S. l.], v. 16, n. 1, p. 74-94, 1988.

[3] BEHRMAN, D. N.; PERREAULT JR, W. D. A role stress model of the performance and satisfaction of industrial salespersons. Journal of Marketing, Chicago, v. 48, n. 4, p. 9-21, Autumm 1984.

[4] BREWER, G. Mind reading: what drives top salespeople to greatness. Sales and Marketing Management, New York, v. 146, n. 5, p. 82-88, May 1994.

[5] BROWN, S. P.; PETERSON, R. A. The effect of effort on sales performance and job satisfaction. Journal of Marketing, Chicago, v. 58, n. 2, p. 70-80, Apr. 1994.

[6] BYRNE, B. M. Structural equation modeling with AMOS: basic concepts, applications, and programming. 2nd ed. New York: Routledge, 2010.

[7] CANNON, J. P.; PERREAULT JR, W. D. Buyer-seller relationships in business markets. JMR Journal of marketing research, Chicago, v. 36, n. 4, p. 439-460, Nov. 1999.

[8] CHURCHILL JR, G. A.; et al. The determinants of salesperson performance: a meta-analysis. JMR Journal of Marketing research, Chicago, v. 22, n. 2, p. 103-118, Aug. 1985.

[9] CHURCHILL JR, G. A.; FORD, N. M.; WALKER JR, O. C. Measuring the job satisfaction of industrial salesmen. JMR Journal of Marketing Research, Chicago, v. 11, n. 3, p. 254-260, Aug. 1974.

[10] DILLMAN, D. A. et al. Response rate and measurement differences in mixed-mode surveys using mail, telephone, interactive voice response (IVR) and the Internet. Social Science Research, San Diego, v. 38, n. 1, p. 1-18, Mar. 2009.

[11] GARSON, G. D. Structural equation modeling. Asheboro, NC: Statistical Associates, 2012.

[12] HAIR, J. F. et al. Análise multivariada de dados. 6. ed. Porto Alegre: Bookman, 2009.

[13] HITT, M. A. et al. Direct and moderating effects of human capital on strategy and performance in professional service firms: a resource-based perspective. Academy of Management Journal, Briarcliff Manor, v. 44, n. 1, p. 13-28, Apr. 2001.

[14] HUANG, M.; WANG, E. T. G. Marketing is from Mars, it is from Venus: aligning the worldviews for firm performance. Decision Sciences, Atlanta, v. 44, n. 1, p. 87-125, Feb. 2013.

[15] INGRAM, T. N. et al. Gerenciamento de vendas: análise e tomada de decisão. São Paulo: Cengage Learning, 2008.

[16] INGRAM, T. N.; LEE, K. S.; SKINNER, S. J. An empirical assessment of salesperson motivation, commitment, and job outcomes. Journal of Personal Selling & Sales Management, New York, v. 9, n. 3, p. 25-33, Fall 1989.

[17] JARAMILLO, F.; MULKI, J. P. Sales effort: the intertwined roles of the leader, customers, and the salesperson. Journal of Personal Selling and Sales Management, New York, v. 28, n. 1, p. 37-51, Winter 2008.

[18] JAWORSKI, B. J.; KOHLI, A. K. Supervisory feedback: alternative types and their impact on salespeople’s performance and satisfaction. JMR Journal of Marketing Research, Chicago, v. 28, n. 2, p. 190-201, May 1991.

[19] KOHLI, A. K.; SHERVANI, T. A.; CHALLAGALLA, G. N. Learning and performance orientation of salespeople: the role of supervisors. JMR Journal of Marketing Research, Chicago, v. 35, n. 2, p. 263-274, May 1998.

[20] KRISHNAN, B. C.; NETEMEYER, R. G.; BOLES, J. S. Self-efficacy, competitiveness, and effort as antecedents of salesperson performance. The Journal of Personal Selling & Sales Management, New York, v. 22, n. 4, p. 285-295, Fall 2002.

[21] LOCKE, E. A. Toward a theory of task motivation and incentives. Organizational Behavior and Human Performance, [S. l.], v. 3, n. 2, p. 157-189, May 1968.

[22] MALHOTRA, N. K. Pesquisa de marketing: uma orientação aplicada. 3. ed. Porto Alegre: Bookman, 2001.

[23] MATSUO, M.; KUSUMI, T. Salesperson’s procedural knowledge, experience and performance: an empirical study in Japan. European Journal of Marketing, Bradford, v. 36, n. 7-8, p. 840-854, 2002.

[24] MENGUC, B.; BARKER, T. Re-examining field sales unit performance: insights from the resource-based view and dynamic capabilities perspective. European Journal of Marketing, Bradford, v. 39, n. 7-8, p. 885-909, 2005.

[25] RANCHHOD, A.; ZHOU, F. Comparing respondents of e-mail and mail surveys: understanding the implications of technology. Marketing Intelligence & Planning, Bradford, v. 19, n. 4, p. 254-262, 2001.

[26] RANGARAJAN, D.; JONES, E.; CHIN, W. Impact of sales force automation on technology-related stress, effort, and technology usage among salespeople. Industrial Marketing Management, New York, v. 34, n. 4, p. 345-354, May 2005.

[27] RENTZ, J. O. et al. A measure of selling skill: scale development and validation. Journal of Personal Selling & Sales Management, New York, v. 22, n. 1, p. 12-21, Winter 2002.

[28] SABNIS, G. et al. The sales lead black hole: on sales Reps’ Follow-Up of marketing leads. Journal of Marketing, Chicago, v. 77, n. 1, p. 52-67, Jan. 2013.

[29] SAXE, R.; WEITZ, B. A. The SOCO scale: a measure of the customer orientation of salespeople. JMR Journal of Marketing Research, Chicago, v. 19, n. 3, p. 343-351, Aug. 1982.

[30] SCHWEPKER JR., C. H.; INGRAM, T. N. An exploratory study of the relationship between the perceived competitive environment and salesperson job performance. Journal of Marketing Theory and Practice, Armonk, v. 2, n. 3, p. 15-28, Summer 1994.

[31] STAJKOVIC, A. D.; LUTHANS, Fred. Self-efficacy and work-related performance: a meta-analysis. Psychological Bulletin, Washington, D.C, v. 124, n. 2, p. 240-261, 1998.

[32] SUJAN, H. Smarter versus harder: an exploratory attributional analysis of salespeople’s motivation. JMR Journal of Marketing Research, Chicago, v. 23, n. 1, p. 41-49, Feb. 1986.

[33] SUJAN, H.; WEITZ, B. A.; KUMAR, N. Learning orientation, working smart, and effective selling. Journal of Marketing, Chicago, v. 58, n. 3, p. 39-52, July 1994.

[34] VERBEKE, W.; DIETZ, B.; VERWAAL, E. Drivers of sales performance: a contemporary meta-analysis: have salespeople become knowledge brokers? Journal of the Academy of Marketing Science, [S. l.], v. 39, n. 3, p. 407-428, 2011.

[35] WACHNER, T.; PLOUFFE, C. R.; GRÉGOIRE, Y. SOCO’s impact on individual sales performance: the integration of selling skills as a missing link. Industrial Marketing Management, New York, v. 38, n. 1, p. 32-44, Jan. 2009.

[36] WALKER JR., O. C.; CHURCHILL JR., G. A.; FORD, N. M. Motivation and performance in industrial selling: present knowledge and needed research. JMR Journal of Marketing Research, Chicago, v. 14, n. 2, p. 156-168, May 1977.

[37] WEITZ, B. A.; SUJAN, H.; SUJAN, M. Knowledge, motivation, and adaptive behavior: a framework for improving selling effectiveness. Journal of Marketing, Chicago, v. 50, n. 4, p. 174-191, Oct. 1986.

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