Increasing resilience by creating an adaptive salesforce

Sharma, Arun; Rangarajan, Deva; Paesbrugghe, Bert

Document type :

Article dans une revue scientifique

DOI :

10.1016/j.indmarman.2020.05.023

Title :

Increasing resilience by creating an adaptive salesforce

Author(s) :

Sharma, Arun [Auteur]
Rangarajan, Deva [Auteur]
Paesbrugghe, Bert [Auteur]
Lille économie management - UMR 9221 [LEM]

Journal title :

Industrial marketing management

Pages :

238-246

Publisher :

Elsevier

Publication date :

2020-07

ISSN :

0019-8501

HAL domain(s) :

Sciences de l'Homme et Société
Sciences de l'Homme et Société/Economies et finances

English abstract : [en]

During disruptions such as the COVID-19 pandemic, the resilience of any commercial organization becomes a critical characteristic. This paper examines the flexibility of the sales process—that is, adaptive selling—as an ...
Show more >During disruptions such as the COVID-19 pandemic, the resilience of any commercial organization becomes a critical characteristic. This paper examines the flexibility of the sales process—that is, adaptive selling—as an analog to resiliency, and recommends that firms create an adaptive salesforce to increase resilience. By examining the extant research and conducting interviews with sales leaders, the findings of this paper suggest that an adaptive salesforce should focus on three areas of change within team structures. The first is an increase in flexibility and adaptiveness for the functions that the salesforce performs. The second area is an improvement of the adaptiveness of scale in which sales functions can be rapidly insourced or outsourced. The final area is technology adaptiveness, in which the salesforce adopts the use of technologies that are most relevant to customers. Implications for the firm, sales function, and individual salespeople are also derived.Show less >

Language :

Anglais

Peer reviewed article :

Oui

Audience :

Internationale

Popular science :

Non

Collections :

Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL

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https://doi.org/10.1016/j.indmarman.2020.05.023
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