A Contingency Approach to Adaptive Selling Behavior and Sales Performance: Selling Situations and Salesperson Characteristics

The Weitz (1981) model of adaptive selling suggests that situational variables will moderate the relationship between adaptive selling behavior and sales performance. In this paper, a path model is analyzed and supports the positive role of adaptive selling on sales performance under “adaptive” conditions. Surprisingly, there is also a positive relationship in the “nonadaptive” condition. Furthermore, salesperson characteristics such as the ability to monitor the selling situation and modify self-behaviors and strategies within the exchange setting are determined to be related to the intention to sell adaptively in the “adaptive” conditions. Finally, results of this study suggest that selling experience affects sales performance in both “adaptive” and “nonadaptive” situational contexts, but the sources of effects differ.