Original Research

Business-to-Business sellers’ motivations in sales performance – A six-dimensional framework proposition

Rocio Rodriquez, Mornay Roberts-Lombard, Nils Høgevold, Göran Svensson
South African Journal of Economic and Management Sciences | Vol 26, No 1 | a4923 | DOI: https://doi.org/10.4102/sajems.v26i1.4923 | © 2023 Rocio Rodriquez, Mornay Roberts-Lombard, Nils Høgevold, Göran Svensson | This work is licensed under CC Attribution 4.0
Submitted: 18 November 2022 | Published: 15 September 2023

About the author(s)

Rocio Rodriquez, Faculty of Economics and Business, University of Murcia, Murcia, Spain
Mornay Roberts-Lombard, Department of Marketing Management, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa
Nils Høgevold, Department of Marketing Management, School of Communication, Leadership and Marketing, Kristiania University College, Oslo, Norway
Göran Svensson, Department of Marketing Management, School of Communication, Leadership and Marketing, Kristiania University College, Oslo, Norway

Abstract

Background: Whether internal or external, motivational factors serve as stimulants influencing individual ability to execute sales tasks. A meta-analysis was conducted highlighting three broad categories of individual motivations that are imperative within the context of sales performance, namely cognitive choice, goal orientation, and work engagement. However, marketing and sales management scholars argue that there is a need for further research exploring the influence of intrinsic and extrinsic motivational factors on overall sales performance in multiple business settings.

Aim: The aim of the study is to test a six-dimensional framework of business-to-business (B2B) sellers’ motivations in sales performance.

Setting: The application of a six-dimensional framework on sales performance within a Norwegian context. Different companies from multiple industries operating in the product-orientated sector of Norway were selected to measure the relevance of the six-dimensional framework to sales performance in these companies.

Method: In total, 236 usable questionnaires representing multiple industries of different sizes across Norway were used. Data were collected using self-administered questionnaires.

Results: The findings indicate that the dimensions of B2B sellers’ motivations are relevant in a B2B sales setting. Therefore, sales businesses operating in a B2B environment need to become increasingly aware that motivations drive sellers to achieve their goals.

Conclusion: The study offers an increased understanding on how to structure B2B sellers’ motivations in a six-dimensional framework, including cognitive choice, goal orientation, and work engagement.

Contribution: The study develops an improved understanding of the intrinsic and extrinsic motivational factors that influence the sales performance of B2B sellers. Furthermore, it contributes to an increased understanding of how to structure B2B sellers’ motivations in a six-dimensional framework.


Keywords

e-sales performance; cognitive choice; goal orientation; work engagement; job involvement; B2B.

JEL Codes

M31: Marketing

Sustainable Development Goal

Goal 8: Decent work and economic growth

Metrics

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