The proactive behavior of distribution-based salespersons: antecedents and consequences

Abstract

The idea to conduct this research study is to examine how antecedents and consequences of proactive behavior effects performance and sales outcome of the company. Our theoretical lens for understanding the characteristics of proactive behavior in the sales domain is social cognitive theory (SCT). 240 salespeople were surveyed from the fast-moving consumer goods industry (FMCG) and tested a model to confirm that younger salespeople tend to be proactive when motivated, confident in the sale of tasks and willing to take risks. Proactive behavior in turn led to our salesperson's high level of behavioral performance and work involvement. Results derived from this study can help sales managers assess the role of proactive salespeople in their organization. This has an impact on the performance of sales(both directly and indirectly), managers could specifically try to identify salespersons having those behavioral characteristics which may help in increasing sales and enhance the relationship with distributor