Does the type of sales position matter? A multi-group analysis of inside vs outside sales

Abstract

Purpose

This study aims to investigate the differences between inside and outside business-to-business salespeople. Although prior research has highlighted a need to compare these two distinct sales positions, limited research examines the two. Specifically, this study investigates differences between inside and outside salespeople for the following constructs: positivity, intrinsic and extrinsic motivation, emotional exhaustion, job satisfaction and turnover intentions.

Design/methodology/approach

A Qualtrics panel of 210 business-to-business salespeople from a variety of US industries was used, with 43.8% classifying themselves as inside. Multi-group analysis using partial least squares structural equations modeling (PLS-SEM) was conducted where job type serves as the moderator for the entire model.

Findings

Results indicated four of six significant differences based on position. Specifically, positivity had a significant impact on emotional exhaustion for outside salespeople only. For extrinsic motivation, inside salespeople exhibited a stronger impact on emotional exhaustion. Furthermore, the impact of emotional exhaustion on turnover intentions was stronger for outside salespeople. The impact of job satisfaction on turnover intentions was stronger for inside salespeople. These results are supported by social exchange theory and distraction conflict theory.

Practical implications

This research highlights that sales managers and organizations need to consider different policies based on position type to increase job satisfaction and reduce turnover intentions. Practical guidelines for effectively managing the two positions are provided.

Originality/value

The value of this paper is that it indicates that there are indeed significant differences between these two types of sales positions, and thus, future research should not combine them into a single sample.

Citation

Matthews, L. and Edmondson, D. (2022), "Does the type of sales position matter? A multi-group analysis of inside vs outside sales", Journal of Business & Industrial Marketing, Vol. 37 No. 12, pp. 2559-2572. https://doi.org/10.1108/JBIM-10-2020-0484