Journal of Management Research
Volume 18, Number 1 (January–March 2018)-orig
ISSN: 0972-5814 Online ISSN: 0974-455X
Multiple Roles of Sales Executives in Sales Transaction An Exploratory Study -orig
Tarun Kushwaha and Rishi Dubey
| Abstract |
The frontline sales executives interact with the customers to generate sales. During this they might
demonstrate Sales Oriented Behaviour (SOB) or Customer Oriented Behaviour (COB). Recently the
emphasis on Adaptive Selling Behaviour (ASB) has also emerged significantly. The sales executives
also perform multiple roles during business-to-business exchange relationships. The present study is
based on a survey carried out to understand the various roles a sales executive plays in a sales transaction, especially in financial services. Factor analysis was performed on the data collected from
the survey. Seven different types of roles viz. convincer, consultant, investigator, canvasser, pleader,
influencer, and enforcer emerged in the study which describes the multiple roles played by the sales
executives during their interaction with the customers.
