A Model of Performance- Behavioral Consequences of Sales Force Listening Skill

In recent decades, the performance of salespeople has attracted great attention from academics and professionals. The complexity of the service delivery process has created special challenges for creating marketing strategies, managing customer relationships, and ultimately creating a high share. Hence, Organizations must use salespeople that strengthen their relationships with customers in order to achieve higher performance and the success of this is when the principles and techniques of sales are implemented in a suitable way by the professional sales force. There is growing evidence that effective listening plays a vital role in successful communication and, ultimately, the development of healthy working relationships. In the age of sales associated with it, salesperson listening skills are increasingly important. The purpose of the present study is to investigate the effect of salesperson’s listening skills force on sales force performance with the mediating role of adaptive sales behavior. The study is a descriptive research and the statistical population of the study is 74 employees of Alborz insurance company in Ahvaz city. The data gathering tool was a questionnaire which its validity and reliability were confirmed. The effect between variables has been used after the confirmation of the normality of the data using the PLS structural modeling technique to analyze the hypotheses. The results of the research showed that salesperson’s listening has a positive and significant impact on the variable of adaptive sales behavior as well as the performance of sales force. Also, adaptive sales behavior variable has a positive and significant impact on sales force performance. Additionally, the adaptive sales behavior has a minor mediating role in the impact between salesperson’s listening and salesperson’s performance