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Salesperson’s Personality, Motivation and Selling Performance: The Study of New Product Selling
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the highly competitive environment businesses invest big amounts of money

into the new product development. New product success potentially depends on different

factors among which salespeople play an important role. The aim of this paper is to explore

the potential link between salespeople’s personality, motivation to sell new products and

performance in selling new products. Based on the theoretical background of the Big Five

personality dimensions, motivation and selling performance hypotheses were formulated and

tested using statistical methods of correlation and regression analysis. The data was collected

within one technologically intensive organization – ABB AB in Sweden using online web

questionnaire and self-assessment measurements. Total investigation was conducted among

organization’s salesforce. The findings confirm the importance of salesperson’s personality

empirically showing that the latter significantly predicts both motivation and performance in

selling new products. From all the Big Five Extraversion was confirmed to be the most

important predictor of both motivation and performance in selling new products. Extraversion

was found positively related with both motivation and performance in selling new products.

Salespeople scoring high in Extraversion and especially possessing such characteristics as

confident, energetic and sociable tend to be more motivated to sell new products and show

higher performance results. Other personality dimensions such as Agreeableness,

Conscientiousness, Neuroticism, and Openness to experience complexly approached are not

proved to be significantly related neither with motivation nor performance in selling new

products. The results are explained by the extreme importance of Extraversion in new product

selling situation which analyzing in combination with the other personality dimensions

suppresses the others. Finding regarding controlling for certain demographical characteristics

of salespeople reveal that performance in selling new products is determined by selling

experience. Salespeople’s age is not proved to be significantly related neither with motivation

nor performance in selling new products. Findings regarding salespeople’s gender though

proposing that males are more motivated to sell new products cannot be generalized due to the

study limitations.

Place, publisher, year, edition, pages
2015.
Keyword [en]
personality, personality dimensions, the Big Five, new products, motivation, selling performance
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-18417OAI: oai:DiVA.org:du-18417DiVA: diva2:828023
Available from: 2015-06-29 Created: 2015-06-29

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Citation style
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