An Investigation of the Theory Practice Gap in Professional Sales

Abstract

This article considers the theory-practice gap in professional sales. Scholars note a discrepancy between scholarly knowledge and the practice of selling. We study three exemplar gaps using an extensive qualitative dataset, mainly in-depth interviews, in order to better understand why these gaps exist. Theory-practice gaps in listening, follow-up, and adaptability have not been empirically confirmed in light of rapid change in the sales field. After confirming these gaps, we explore antecedents, uncovering several underlying reasons for gap formation. We consider theoretical and managerial implications. In particular, we elaborate on the need for theory to be more relevant and contextualized.

The authors wish to thank both the companies that participated in the Mania research project and Tekes, the Finnish Funding Agency for Technology and Innovation, for supporting this research.

Notes

1. These 88 in-depth interviews were conducted in six sales organizations and eleven customer organizations. The interviews included salespeople from different levels within the organizations (34.9 percent managerial level, 65.1 percent operational level). Customer interviews included 18,2 percent professional buyers (e.g., sourcing managers) and 81,8 percent business buyers (e.g., CEOs, different types of business managers, production managers). Interviewees’ work experience varied from 5 years to 40 years, most of them having 10–20 years of experience. All interviews were conducted face-to-face, audio-recorded, and transcribed verbatim. These interviews averaged around 65 minutes, representing more than 90 hours of audio recordings in total.