An FsQCA Exploration of Multiple Paths to Sales Performance: Evidence from China

ABSTRACT

Purpose

Sales performance is one of the critical roles in boosting firm performance, making motivating salespeople a concern for many managers. However, few existing studies on sales performance improvement from the holistic perspective exist. Based on triadic reciprocal determinism, this paper explores the combinations of the factors that may influence sales performance.

Methodology/approach

Based on matching questionnaires from 154 salespeople and their supervisors, this paper employs fuzzy set qualitative comparative analysis (fsQCA) to delve into the inherent complexity of factors influencing sales performance.

Findings

The results revealed that a combination of personal (family motivation, challenge stress and hindrance stress), behavioral (adaptive selling behavior) and environmental factors (organizational innovation climate and business environment) determine sales performance. Specifically, three paths lead to high sales performance, and one path leads to non-high sales performance. Significantly, the path with an organizational innovation climate can explain high sales performance more effectively than other paths.

Research implications

This paper makes a valuable contribution to the literature on B2B sales literature by exploring triadic reciprocal determinism. To the best of our knowledge, this is the first fsQCA attempt to address sales performance based on Chinese samples.

Practical implications

This paper offers an essential basis for sales managers to plan sales strategies. The sales managers could refer to the three paths leading to high sales performance to achieve sales targets. Further, the one path leading to non-high sales performance should be avoided in strategy decision-making.

Originality/value/contribution

The paper examines different approaches to achieving high and non-high sales performance using the fsQCA method, which offers a unique and relevant perspective on B2B sales literature.

KEYWORDS:

• Salespeople
• sales performance
• triadic reciprocal determinism
• qualitative comparative analysis

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

This work was supported by the National Natural Science Foundation of China (71772086, 72302119); Jiangsu Social Science Foundation (23GLC016); Outstanding Teaching Team of Jiangsu Colleges and Universities “Qing Lan Project”.