Research On The Influence Of Salespeople’s Proactive On Their Sales Performance

In the current market competition environment where customer demand are becoming increasingly personalized and value solutions are becoming more and more systematic,salespeople only centered on products and simply selling products or services is no longer sufficient to achieve satisfactory sales performance.Correspondingly,the sales form that takes the customer as the center and provides customers with personalized solutions has become an important factor affecting the performance of salespeople.Sales activities are no longer just caring about the transaction of products and services,but focusing on all customer behaviors and usage scenarios throughout the purchase process.The proactive of salespeople is becoming more and more important in such environment.This paper focuses on salespeople’s proactive from two aspects of personality traits and work idea,and explores the influence of salespeople’s proactive personality and proactive customer orientation on sales performance.Proactive personality is a hot topic in domestic and foreign research in recent years,however,there are few studies on proactive personality in sales situation.In recent years,marketing scholars have carried out a lot of research on proactive customer orientation and its outcome variables,but most of them are at the enterprise level,the discussion at the individual level is still lacking.Some scholars have pointed out that it is meaningful to explore the influence mechanism of proactive customer orientation on sales performance at the individual level.By analyzing and combing relevant literature,based on previous studies,this article divides proactive personality into three dimensions:self-starting,change oriented and future focused;divides proactive customer orientation into three dimensions:customer integration,anticipate demand and solution innovation.At the same time,based on the self-learning theory and networking behavior theory,a theoretical model is proposed that takes the proactive personality and proactive customer orientation as independent variables;sales performance as dependent variables;exploratory learning and customer knowledge,adaptive networking behavior and social capital as dual mediating variables;and customer decision-making complexity as moderating variables.This paper discusses the relationship and mechanism between salespeople’s proactive and sales performance,investigates whether the difference of customer decision-making complexity will affect the relationship between them.This paper collects data through questionnaire survey,uses AMOS 24.0 and SPSS 25.0 software to test the theoretical model,and finds that the proactive personality and proactive customer orientation of salespeople have a significant positive impact on sales performance;exploratory learning and customer knowledge,adaptive networking behavior and social capital play a chain mediating role between salespeople’s proactive personality,proactive customer orientation and sales performance;customer decision-making complexity has a positive moderating effect on the relationship among salespeople’s proactive personality,proactive customer orientation,customer knowledge and sales performance;in addition,proactive personality has a positive impact on proactive customer orientation.This paper reveals the black box of the relationship between salespeople’s proactive and sales performance,has improved relevant theories.It provides a basis for enterprises to select and manage salespeople,also provides a useful reference for salespeople to improve their own sales performance.