An ecosystems analysis of how sales managers develop salespeople

Abstract

Purpose

The purpose of this study is to identify and explain how leadership behaviors of sales managers can enhance the development of salespeople within the context of those interpersonal connections and interactions that is the sales ecosystem.

Design/methodology/approach

The authors collected and analyzed qualitative data from in-depth interviews with a sample of 36 sales professionals. Over 47 hours of interviews were transcribed and analyzed via NVivo. The statements were labeled as particular leader behaviors using the Miles and Huberman (1994) coding system.

Findings

The study identifies coaching, customer engaging, collaborating and championing as the four key leader behaviors that are relevant to the sales ecosystem. Specifically, coaching and customer engaging enhance the individual microsystems of salespeople; and collaborating and championing enhance the corresponding mesosystems. Analysis of the interview statements further revealed that trust, confidence, optimism and resilience are four relational elements that tend to coexist with these leader behaviors in the sales ecosystem.

Practical implications

This study provides a structure for sales organizations to strengthen their sales ecosystem through targeted interventions and training for those that manage salespeople. Past research finds that sales organizations too often neglect this type of managerial training.

Originality/value

This is the first study to examine sales leadership through the lens of Bronfenbrenner’s (1979) ecological systems theory. Further, the qualitative methodology, which is relatively unique in sales research, provides rich data that is particularly useful for exploring how and why things have happened.

Citation

Peesker, K.M., Ryals, L.J., Rich, G.A. and Davis, L. (2021), "An ecosystems analysis of how sales managers develop salespeople", Journal of Business & Industrial Marketing, Vol. 36 No. 4, pp. 654-665. https://doi.org/10.1108/JBIM-01-2020-0037