Pentingnya Orientasi Penjualan dan Pelatihan Penjualan dalam Meningkatkan Penjualan Adaptif pada Kinerja Tenaga Penjualan
DOI:
https://doi.org/10.56456/jebdeker.v4i2.280Keywords:
Orientasi Penjualan, Training Penjualan, Penjualan Adaptif, Kinerja Tenaga PenjualanAbstract
Pengaruh orientasi penjualan, pelatihan penjualan, dan penjualan adaptif terhadap kinerja tenaga penjualan di Indonesia sangat kuat. Perusahaan harus memprioritaskan karakteristik ini dan menjamin bahwa konsumennya memiliki informasi, keterampilan, dan sikap yang diperlukan untuk memenuhi kebutuhan pasar. Dengan melakukan hal ini, organisasi dapat menjamin pencapaian tujuan pemasaran inti mereka dan mempertahankan keunggulan kompetitif di pasar yang sangat kompetitif. Penelitian ini menguji pengaruh orientasi penjualan, pelatihan penjualan, dan penjualan adaptif terhadap kinerja tenaga penjualan. Partisipan dalam penelitian ini terdiri dari 250 tenaga penjualan profesional yang bekerja di sektor asuransi. Penelitian ini menggunakan model persamaan structural equation modeling partial least square (SEM-PLS) sebagai teknik analisisnya. Data dianalisis menggunakan WarpPls versi 8. Temuan penelitian ini menunjukkan bahwa fokus pada penjualan dan memberikan pelatihan bagi tenaga penjualan dapat meningkatkan kemampuan mereka untuk mengubah pendekatan penjualan mereka. Penelitian lebih lanjut menunjukkan bahwa staf penjualan yang lebih mudah beradaptasi memiliki pengaruh yang lebih kuat terhadap kinerja penjualan. Studi ini memberikan wawasan berharga bagi para manajer, khususnya dalam hal meningkatkan kemampuan untuk memodifikasi strategi penjualan dan pengaruh yang dihasilkan terhadap kinerja profesional penjualan.
References
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Bowen, M., Lai-Bennejean, C., Haas, A., & Rangarajan, D. (2021). Social media in B2B sales: Why and when does salesperson social media usage affect salesperson performance? Industrial marketing Management, 96, 166-182. doi:10.1016/j.indmarman.2021.05.007
Carlson, J. R., & Ross, J. W. T. (2022). When polychronicity affects salesperson performance: The effects of improvisation, role ambiguity, and sales job complexity. Industrial marketing Management, 107, 323-336. doi:10.1016/j.indmarman.2022.10.010
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Goad, E. A., & Jaramillo, F. (2014). The good, the bad and the effective: a meta-analytic examination of selling orientation and customer orientation on sales performance. Journal of Personal Selling and Sales Management, 34(4), 285-301.
Guenzi, P., De Luca, L. M., & Spiro, R. (2016). The combined effect of customer perceptions about a salesperson’s adaptive selling and selling orientation on customer trust in the salesperson: a contingency perspective. Journal of Business & Industrial Marketing, 31(4), 553-564.
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Kaynak, E., Kara, A., Chow, C. S. F., & Laukkanen, T. (2016). Role of adaptive selling and customer orientation on salesperson performance: Evidence from two distinct markets of Europe and Asia. Journal of Transnational Management, 21(2), 62-83.
Kimura, T., Bande, B., & Fernández-Ferrín, P. (2019). The roles of political skill and intrinsic motivation in performance prediction of adaptive selling. Industrial marketing Management, 77, 198-208. doi:10.1016/j.indmarman.2018.09.005
Kusumo, R. R. (2019). Analysis of emotional intelligence, stress, and styles of participative leadership effect to work satisfaction in improving performance of employees PT. Waskita Beton Precast Tbk. Jurnal Sains Pemasaran Indonesia, 17(1), 22-41.
Kwak, H., Anderson, R. E., Leigh, T. W., & Bonifield, S. D. (2019). Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction. Journal of Business Research, 94, 42-55. doi:10.1016/j.jbusres.2018.09.015
Leach, M. P., Liu, A. H., & Johnston, W. J. (2005). The role of self-regulation training in developing the motivation management capabilities of salespeople. Journal of Personal Selling & Sales Management, 25(4), 269-281. doi:10.1080/08853134.2005.10749063
Lee, B., & Lee, Y. (2020). A study examining the effects of a training program focused on problem-solving skills for young adults. Thinking Skills and Creativity, 37. doi:10.1016/j.tsc.2020.100692
Limbu, Y. B., Jayachandran, C., Babin, B. J., & Peterson, R. T. (2016). Empathy, nonverbal immediacy, and salesperson performance: the mediating role of adaptive selling behavior. Journal of Business & Industrial Marketing, 31(5), 654-667.
Locander, D. A., Locander, J. A., & Weinberg, F. J. (2020). How salesperson traits and intuitive judgments influence adaptive selling: A sensemaking perspective. Journal of Business Research, 118, 452-462. doi:10.1016/j.jbusres.2020.07.013
Miao, C. F., Evans, K. R., & Zou, S. (2007). The role of salesperson motivation in sales control systems: Intrinsic and extrinsic motivation revisited. Journal of Business Research, 60(5), 417-425. doi:10.1016/j.jbusres.2006.12.005
Retnawati, B. B., Ferdinand, A., Herman, L. E., & Ardyan, E. (2018). Salesperson energising relationship: A driver for enhancing salesperson performance. International Journal of Service, Economics and Management, 9(3/4), 317-336. doi:10.1504/IJSEM.2018.097790
Rianita, N. M. (2022). Adaptive selling, personal selling and selling experience on the service personnel performance. International Journal of Social Science and Business, 6(3), 364-371. doi:10.23887/ijssb.v6i3.40840
Ross Gilbert, J., Krush, M. T., Trainor, K. J., & Wayment, H. A. (2022). The (quiet) ego and sales: Transcending self-interest and its relationship with adaptive selling. Journal of Business Research, 150, 326-338. doi:10.1016/j.jbusres.2022.06.003
Santika, D. (2023). Selling orientation–customer orientation (S.O.C.O): Hubungan penerapannya dalam meningkatkan kinerja pemasaran usaha ritel modern di kota Pontianak. Jurnal Madani: Ilmu Pengetahuan, Tehnologi, dan Humaniora, 6(1), 1-7. doi:10.33753/madani.v6i1.226
Satornino, C. B., Pelser, J., Wetzels, M., de Ruyter, K., & Grewal, D. (2023). You've lost that learning feeling: Drivers and drawbacks of channel partner disengagement with sales training. Industrial marketing Management, 113, 258-276. doi:10.1016/j.indmarman.2023.06.006
Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343-351.
Shen, J., & Tang, C. (2018). How does training improve customer service quality? The roles of transfer of training and job satisfaction. European Management Journal, 36(6), 708-716. doi:10.1016/j.emj.2018.02.002
Singh, V. L., Manrai, A. K., & Manrai, L. A. (2015). Sales training: A state of the art and contemporary review. Journal of Economics, Finance and Administrative Science, 20(38), 54-71. doi:10.1016/j.jefas.2015.01.001
Spiro, R. L., & Weitz, B. A. (1990). Adaptive selling: Conceptualization, measurement, and nomological validity. Journal of Marketing Research, 27(1), 61-69.
Sundaram, S., Schwarz, A., Jones, E., & Chin, W. W. (2007). Technology use on the front line: How information technology enhances individual performance. Journal of the Academy of Marketing Science, 35(1), 101-112. doi:10.1007/s11747-006-0010-4
Supriyanto, S., & Ariyanti, M. (2018). The influence of selling training and personal selling on sales force performance, evidence of Indonesia. International Journal of Economics, Business and Management Research, 2(4), 9-23.
Wahyuningsih, D. W. (2019). The influence of sales force automation and sales training on medical representative performance to improve sales effectiveness. International Journal of Economics, Business and Accounting Research, 2(4), 61-66.
Wardoyo, P., Rusdianti, E., & Purwantini, S. (2019). Salesforce performance of rural bank: The impact of sales training and experince selling International Journal of Scientific & Technology Research, 8(9), 1079-1087.
Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(4), 174-191.
Wibawa, H. T., Rahardja, E., & Sukresna, I. M. (2017). The influence of sales training quality, sales experience, and smart working on salesman performance. Jurnal Sains Pemasaran Indonesia, 16(2), 126-144. doi:0.14710/jspi.v16i2.126-144
Wong, A., Liu, Y., & Tjosvold, D. (2015). Service leadership for adaptive selling and effective customer service teams. Industrial marketing Management, 46(April), 122-131. doi:10.1016/j.indmarman.2015.01.012
Wong, K. L., & Tan, C. L. (2016). Influence of supervisory control on salesperson performance: examining the role of adaptive selling behaviour as a mediator. Asian Academy of Management Journal, 21(2), 183.
Yeo, C., Hur, C., & Ji, S. (2019). The Customer Orientation of Salesperson for Performance in Korean Market Case: A Relationship between Customer Orientation and Adaptive Selling. Sustainability, 11(21). doi:10.3390/su11216115
Aqmala, D., & Ardyan, E. (2019). How does a salesperson improve their performance? The important role of their customer smart response capability. Gadjah Mada International Journal of Business, 21(2), 223-241. doi:10.22146/gamaijb.35263
Attia, A. M., Jantan, M. A., Atteya, N., & Fakhr, R. (2014). Sales training: comparing multinational and domestic companies. Marketing Intelligence & Planning, 32(1), 124-138. doi:10.1108/MIP-02-2013-0029
Baber, R., Kaurav, R. P. S., & Paul, J. (2018). The selling orientation is centered around maximizing profits by intensifying the firm's sales activities. Journal of Strategic Marketing, 28(4), 288-303. doi:10.1080/0965254X.2018.1489880
Boles, J. S., Babin, B. J., & Brashear, T. G. (2001). An examination of the relationships between retail work environments, salesperson selling orientation customer orientation and job performance. Journal of Marketing Theory and Practice, 9(3), 1-13.
Bowen, M., Lai-Bennejean, C., Haas, A., & Rangarajan, D. (2021). Social media in B2B sales: Why and when does salesperson social media usage affect salesperson performance? Industrial marketing Management, 96, 166-182. doi:10.1016/j.indmarman.2021.05.007
Carlson, J. R., & Ross, J. W. T. (2022). When polychronicity affects salesperson performance: The effects of improvisation, role ambiguity, and sales job complexity. Industrial marketing Management, 107, 323-336. doi:10.1016/j.indmarman.2022.10.010
Charoensukmongkol, P., & Pandey, A. (2021). Trait mindfulness and cross-cultural sales performance: The role of perceived cultural distance. Canadian Journal of Administrative Sciences, 38(4), 339-353. doi:10.1002/cjas.1638
Cheng, C.-Y. (2014). A longitudinal study of newcomer job embeddedness and sales outcomes for life insurance salespersons. Journal of Business Research, 67(7), 1430-1438. doi:10.1016/j.jbusres.2013.07.024
Churchill, G. A., Ford, N. M., & Walker, O. C. (1993). Sales Force Management. Homewood, IL.: R. D. Irwin.
Esteban-Lloret, N. N., Aragón-Sánchez, A., & Carrasco-Hernández, A. (2018). Determinants of employee training: impact on organizational legitimacy and organizational performance. The International Journal of Human Resource Management, 29(6), 1208-1229.
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388. doi:10.1177/002224378101800313
Fujii, M. (2024). Do sales control systems affect service–sales ambidexterity and salesperson performance? A job demands–resources perspective. Journal of Retailing and Consumer Services, 77. doi:10.1016/j.jretconser.2023.103640
Goad, E. A., & Jaramillo, F. (2014). The good, the bad and the effective: a meta-analytic examination of selling orientation and customer orientation on sales performance. Journal of Personal Selling and Sales Management, 34(4), 285-301.
Guenzi, P., De Luca, L. M., & Spiro, R. (2016). The combined effect of customer perceptions about a salesperson’s adaptive selling and selling orientation on customer trust in the salesperson: a contingency perspective. Journal of Business & Industrial Marketing, 31(4), 553-564.
Guenzi, P., De Luca, L. M., & Troilo, M. (2011). Organizational drivers of salespeople’s customer orientation and selling orientation. Journal of Personal Selling and Sales Management, 31(3), 269-285.
Guenzi, P., & George, L. (2010). Interpersonal trust in commercial relationships. European Journal of Marketing, 44(1/2), 114-138. doi:10.1108/03090561011008637
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). USA: SAGE Publicaion, Inc.
Hernanto, Y., Hidayati, N. K., & Basbeth, F. (2022). The influence of sales training and sales experience through adaptive selling behavior on salesperson performance. Budapest International Research and Critics Institute Journal, 5(3), 28169-28183. doi:10.33258/birci.v5i3.6896
Ibrahim, R., Boerhannoeddin, A., & Bakare, K. K. (2017). The effect of soft skills and training methodology on employee performance. European Journal of Training and Development, 41(4), 388-406. doi:10.1108/EJTD-08-2016-0066
Kadic-Maglajlic, S., Micevski, M., Arslanagic-Kalajdzic, M., & Lee, N. (2017). Customer and selling orientations of retail salespeople and the sales manager's ability-to-perceive-emotions: A multi-level approach. Journal of Business Research, 80, 53-62. doi:10.1016/j.jbusres.2017.06.023
Kaynak, E., Kara, A., Chow, C. S. F., & Laukkanen, T. (2016). Role of adaptive selling and customer orientation on salesperson performance: Evidence from two distinct markets of Europe and Asia. Journal of Transnational Management, 21(2), 62-83.
Kimura, T., Bande, B., & Fernández-Ferrín, P. (2019). The roles of political skill and intrinsic motivation in performance prediction of adaptive selling. Industrial marketing Management, 77, 198-208. doi:10.1016/j.indmarman.2018.09.005
Kusumo, R. R. (2019). Analysis of emotional intelligence, stress, and styles of participative leadership effect to work satisfaction in improving performance of employees PT. Waskita Beton Precast Tbk. Jurnal Sains Pemasaran Indonesia, 17(1), 22-41.
Kwak, H., Anderson, R. E., Leigh, T. W., & Bonifield, S. D. (2019). Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction. Journal of Business Research, 94, 42-55. doi:10.1016/j.jbusres.2018.09.015
Leach, M. P., Liu, A. H., & Johnston, W. J. (2005). The role of self-regulation training in developing the motivation management capabilities of salespeople. Journal of Personal Selling & Sales Management, 25(4), 269-281. doi:10.1080/08853134.2005.10749063
Lee, B., & Lee, Y. (2020). A study examining the effects of a training program focused on problem-solving skills for young adults. Thinking Skills and Creativity, 37. doi:10.1016/j.tsc.2020.100692
Limbu, Y. B., Jayachandran, C., Babin, B. J., & Peterson, R. T. (2016). Empathy, nonverbal immediacy, and salesperson performance: the mediating role of adaptive selling behavior. Journal of Business & Industrial Marketing, 31(5), 654-667.
Locander, D. A., Locander, J. A., & Weinberg, F. J. (2020). How salesperson traits and intuitive judgments influence adaptive selling: A sensemaking perspective. Journal of Business Research, 118, 452-462. doi:10.1016/j.jbusres.2020.07.013
Miao, C. F., Evans, K. R., & Zou, S. (2007). The role of salesperson motivation in sales control systems: Intrinsic and extrinsic motivation revisited. Journal of Business Research, 60(5), 417-425. doi:10.1016/j.jbusres.2006.12.005
Retnawati, B. B., Ferdinand, A., Herman, L. E., & Ardyan, E. (2018). Salesperson energising relationship: A driver for enhancing salesperson performance. International Journal of Service, Economics and Management, 9(3/4), 317-336. doi:10.1504/IJSEM.2018.097790
Rianita, N. M. (2022). Adaptive selling, personal selling and selling experience on the service personnel performance. International Journal of Social Science and Business, 6(3), 364-371. doi:10.23887/ijssb.v6i3.40840
Ross Gilbert, J., Krush, M. T., Trainor, K. J., & Wayment, H. A. (2022). The (quiet) ego and sales: Transcending self-interest and its relationship with adaptive selling. Journal of Business Research, 150, 326-338. doi:10.1016/j.jbusres.2022.06.003
Santika, D. (2023). Selling orientation–customer orientation (S.O.C.O): Hubungan penerapannya dalam meningkatkan kinerja pemasaran usaha ritel modern di kota Pontianak. Jurnal Madani: Ilmu Pengetahuan, Tehnologi, dan Humaniora, 6(1), 1-7. doi:10.33753/madani.v6i1.226
Satornino, C. B., Pelser, J., Wetzels, M., de Ruyter, K., & Grewal, D. (2023). You've lost that learning feeling: Drivers and drawbacks of channel partner disengagement with sales training. Industrial marketing Management, 113, 258-276. doi:10.1016/j.indmarman.2023.06.006
Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343-351.
Shen, J., & Tang, C. (2018). How does training improve customer service quality? The roles of transfer of training and job satisfaction. European Management Journal, 36(6), 708-716. doi:10.1016/j.emj.2018.02.002
Singh, V. L., Manrai, A. K., & Manrai, L. A. (2015). Sales training: A state of the art and contemporary review. Journal of Economics, Finance and Administrative Science, 20(38), 54-71. doi:10.1016/j.jefas.2015.01.001
Spiro, R. L., & Weitz, B. A. (1990). Adaptive selling: Conceptualization, measurement, and nomological validity. Journal of Marketing Research, 27(1), 61-69.
Sundaram, S., Schwarz, A., Jones, E., & Chin, W. W. (2007). Technology use on the front line: How information technology enhances individual performance. Journal of the Academy of Marketing Science, 35(1), 101-112. doi:10.1007/s11747-006-0010-4
Supriyanto, S., & Ariyanti, M. (2018). The influence of selling training and personal selling on sales force performance, evidence of Indonesia. International Journal of Economics, Business and Management Research, 2(4), 9-23.
Wahyuningsih, D. W. (2019). The influence of sales force automation and sales training on medical representative performance to improve sales effectiveness. International Journal of Economics, Business and Accounting Research, 2(4), 61-66.
Wardoyo, P., Rusdianti, E., & Purwantini, S. (2019). Salesforce performance of rural bank: The impact of sales training and experince selling International Journal of Scientific & Technology Research, 8(9), 1079-1087.
Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(4), 174-191.
Wibawa, H. T., Rahardja, E., & Sukresna, I. M. (2017). The influence of sales training quality, sales experience, and smart working on salesman performance. Jurnal Sains Pemasaran Indonesia, 16(2), 126-144. doi:0.14710/jspi.v16i2.126-144
Wong, A., Liu, Y., & Tjosvold, D. (2015). Service leadership for adaptive selling and effective customer service teams. Industrial marketing Management, 46(April), 122-131. doi:10.1016/j.indmarman.2015.01.012
Wong, K. L., & Tan, C. L. (2016). Influence of supervisory control on salesperson performance: examining the role of adaptive selling behaviour as a mediator. Asian Academy of Management Journal, 21(2), 183.
Yeo, C., Hur, C., & Ji, S. (2019). The Customer Orientation of Salesperson for Performance in Korean Market Case: A Relationship between Customer Orientation and Adaptive Selling. Sustainability, 11(21). doi:10.3390/su11216115