Leveraging market share through selling skills: the mediating role of adaptive selling behaviour

Dana F. Kakeesh, Ghazi A. Al-Weshah and Ruba B. Dababneh

International Journal of Business Performance Management, 2021, vol. 22, issue 4, 363-379

Abstract: This study aims to examine the influence of a pharmaceutical sales representative's selling skills on market share, via the mediating role of adaptive selling behaviour (ASB). The approach of this study is quantitative and a questionnaire is used as an instrument to collect data. Based on convenience sample, 450 questionnaires were personally distributed to pharmaceutical sales representatives who work in Jordan; 345 questionnaires were returned, a response rate of 77%. The results show that there are significant effects for the dimensions of a pharmaceutical sales representative's personal skills (non-verbal immediacy, empathy, experience, subjective knowledge) on market share. Findings also confirm the significance of ASB as a mediating variable. The study recommends understating personal skills for a sales-force guide for managers to develop suitable hiring, training and keeping plans for both their experienced and new employees. Training packages should be administered continuously to empower a salesperson's skills in terms of efficacy and innovation. The study proposes a conceptual and practical model as evidence of the selling skills of sales representatives in the pharmaceutical industry.

Keywords: selling skills; empathy; experience; subjective knowledge; adaptive selling behaviour; ASB; non-verbal immediacy; market share; pharmaceutical industry; Jordan. (search for similar items in EconPapers)
Date: 2021
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