In this paper, the relationship between SOCO and performance will be examined. In addition, also other influences and mediators such as selling skills, job engagement and adaptive selling will be discussed. Therefore, the research question is as follows: What is the performance impact of selling and customer orientation?
In the course of globalization, immense economic growth and new communication technologies, companies are more and more challenged when it comes to the acquisition of customers. Especially, the developments in the communication technology made it a requirement to be present in multiple marketplaces also in foreign countries which raises the question which sales strategies are particularly effective. As sales are the backbone of almost every company and a first estimator of firm performance and profitability, it has major practical implications for managers. There have been many suggestions regarding the benefits of conducting business in a customer-centered fashion. Indeed, in recent years, customer orientation has been the preferred way of handling customers in order to secure orders and elevate customer satisfaction.
Table of Contents
- Introduction
- The SOCO Scale
- Articles
- Customer Orientation
Objectives and Key Themes
This paper examines the performance impact of selling and customer orientation, exploring the relationship between the SOCO scale (Customer Orientation – Selling Orientation) and sales performance. It investigates how different sales strategies, such as customer-oriented versus selling-oriented approaches, affect various performance metrics. The study also considers mediating factors that influence the relationship between sales behavior and performance.
- The impact of selling and customer orientation on sales performance.
- The mediating role of selling skills, job engagement, and adaptive selling on the relationship between SOCO and performance.
- An examination of the SOCO scale and its application in measuring salesperson behavior.
- A review of existing literature on customer orientation, selling orientation, and their effects on various performance indicators.
- The exploration of different concepts and measures related to sales performance, including customer satisfaction, value-based selling, and adaptive selling.
Chapter Summaries
Introduction: This chapter introduces the research question: What is the performance impact of selling and customer orientation? It highlights the increasing challenges companies face in acquiring customers due to globalization, economic growth, and advancements in communication technology. The chapter emphasizes the importance of effective sales strategies and the need to understand the relationship between customer orientation, selling orientation, and overall performance. It uses the example of a real estate agent to illustrate the contrasting approaches of customer-oriented and selling-oriented sales strategies, setting the stage for the research to follow.
The SOCO Scale: This chapter delves into the SOCO scale, a fundamental concept in marketing and sales literature developed by Saxe and Weitz (1982). The SOCO scale measures customer orientation (CO) and selling orientation (SO), contrasting a salesperson's focus on customer needs versus self-interest. The chapter details the scale's structure, scoring, and widespread use in research. It discusses the benefits of using Thomas, Soutar, and Ryan's (2001) shorter form of the SOCO scale, highlighting its improved reliability and validity. The chapter also briefly introduces other key concepts such as learning orientation, performance orientation and adaptive selling that will be examined further in the paper.
Articles: This chapter presents a table summarizing relevant articles and the concepts they examine, providing a framework for the subsequent analysis. The table categorizes articles based on the concepts explored (customer orientation, selling orientation, performance measures) and unit of analysis (individual salesperson, organization). This serves as a guide for the overall research and helps to structure the discussions in the subsequent sections.
Customer Orientation: This chapter provides a detailed definition of customer-oriented selling, emphasizing its focus on maximizing customer utility and satisfaction. It contrasts customer orientation with the traditional high-pressure sales approach and highlights the long-term benefits of customer-oriented strategies, such as increased customer loyalty and satisfaction. The chapter connects customer-oriented behavior to a willingness to prioritize long-term relationships over immediate sales gains, underlining the importance of ethical and transparent selling practices.
Keywords
Customer orientation, selling orientation, SOCO scale, sales performance, adaptive selling, selling skills, job engagement, value-based selling, customer satisfaction.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main focus of this research paper?
This research paper examines the performance impact of selling and customer orientation on sales performance. It investigates the relationship between the SOCO scale (measuring customer orientation and selling orientation) and sales performance, exploring how different sales strategies affect various performance metrics and considering mediating factors.
What is the SOCO scale, and how is it used in this research?
The SOCO scale is a tool used to measure customer orientation (CO) and selling orientation (SO) in salespeople. It contrasts a salesperson's focus on customer needs versus self-interest. This research utilizes the SOCO scale to analyze the correlation between sales behaviors and performance outcomes.
What are the key themes explored in this paper?
Key themes include the impact of selling and customer orientation on sales performance; the mediating roles of selling skills, job engagement, and adaptive selling; the application of the SOCO scale; a review of existing literature on customer orientation and selling orientation; and the exploration of various sales performance measures (customer satisfaction, value-based selling, and adaptive selling).
What are the chapter summaries?
The Introduction sets the research question and context. The SOCO Scale chapter details the scale's structure and application. Articles summarizes relevant research. Finally, Customer Orientation defines and discusses the customer-oriented selling approach.
What are the objectives of this research?
The objectives are to understand the impact of selling and customer orientation on sales performance, to explore mediating factors in this relationship, and to analyze the application and relevance of the SOCO scale in measuring salesperson behavior and its impact on performance.
What keywords are associated with this research?
Keywords include customer orientation, selling orientation, SOCO scale, sales performance, adaptive selling, selling skills, job engagement, value-based selling, and customer satisfaction.
What is the overall goal of this paper?
The overall goal is to contribute to a deeper understanding of the relationship between sales strategies (customer-oriented vs. selling-oriented), salesperson characteristics, and sales performance, providing valuable insights for businesses seeking to optimize their sales processes and achieve better outcomes.
What types of sales strategies are compared in this research?
The research compares customer-oriented sales strategies (focusing on customer needs and long-term relationships) with selling-oriented strategies (focusing on immediate sales and self-interest).
What mediating factors are considered?
The research considers selling skills, job engagement, and adaptive selling as mediating factors that may influence the relationship between sales orientation (as measured by the SOCO scale) and sales performance.
- Citation du texte
- Henry Müller (Auteur), 2019, Performance Impact of Selling and Customer Orientation, Munich, GRIN Verlag, https://www.grin.com/document/539388
