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Salesperson coachability: what it is and why it matters

Kirby L.J. Shannahan (Faculty of Business Administration, Memorial University of Newfoundland, St John's, Canada)
Rachelle J. Shannahan (Faculty of Business Administration, Memorial University of Newfoundland, St John's, Canada)
Alan J. Bush (Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 7 June 2013

1850

Abstract

Purpose

The purpose of this paper is to introduce the concept of salesperson coachability and to propose potential relationships between it and sales coaching and sales performance.

Design/methodology/approach

This conceptual paper reviews the sales coaching and sales performance literature to highlight how the knowledge of each may be enhanced by the coachability construct. The concept of athletic coachability is then introduced to explain why it should be adapted and applied to salespeople in a personal selling context.

Findings

Adapting and applying the concept of athlete coachability to salespeople in a personal selling context may provide sales management practitioners and academics a better understanding of how certain salesperson personality traits combine and interact with certain situational influences to impact sales performance.

Research limitations/implications

Future studies need to test the propositions advanced.

Practical implications

Salesperson coachability may be used by sales managers as a screening criterion for sales force recruiting and retention.

Social implications

Salesperson coachability assessments for recruiting and training may result in lowering job turnover.

Originality/value

This paper introduces the concept of athletic coachability to the sales literature, argues why the concept should be adapted and applied to salespeople in a personal selling context, and advances testable propositions with respect to its expected relationship with sales coaching and sales performance.

Keywords

Citation

Shannahan, K.L.J., Shannahan, R.J. and Bush, A.J. (2013), "Salesperson coachability: what it is and why it matters", Journal of Business & Industrial Marketing, Vol. 28 No. 5, pp. 411-420. https://doi.org/10.1108/08858621311330254

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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