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The main purpose of this study is to investigate the effects of selling strategies on the sales performance of a company.

This paper briefly reviews selling strategies and the sales performance literature. It investigates how selling strategies impact sales performance in the literature and then presents statistical evidence via a case study.

The findings of this study clearly show that managers' perception of the adoption of strategies on the part of the selling firm is associated with the adoption of some specific classes of behaviors (i.e. customer‐oriented selling, adaptive selling, relational strategy) which can contribute to the creation of strong and long‐lasting positive relationships with customers.

Based on the limitations of our study, future research could expand the generalizability of the model by conducting a much larger survey across a number of firms in different industries with a representation of different selling situations.

The findings emphasize the role of developing effective selling strategies to improve sales performance. Thus, recognizing these factors and the rate of their influence will enable the top managers of companies to use effective and suitable strategies for preserving and retaining customers.

This paper provides insights to different dimensions of selling strategies and the way they enhance sales performance. It further clarifies the relationship by statistical evidence with a case study.