Salesperson’s procedural knowledge, experience and performance: An empirical study in Japan

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	Salesperson’s procedural knowledge, experience and performance: An empirical study in Japan
Author(s):	Makoto Matsuo, (Otaru University of Commerce, Otaru City, Hokkaido, Japan), Takashi Kusumi, (Kyoto University, Kyoto, Japan)
Citation:	Makoto Matsuo, Takashi Kusumi, (2002) "Salesperson’s procedural knowledge, experience and performance: An empirical study in Japan", European Journal of Marketing, Vol. 36 Iss: 7/8, pp.840 - 854
Keywords:	Experience, Japan, Procedures, Salesforce, Selling
Article type:	Research paper
DOI:	10.1108/03090560210430836 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The authors investigated the moderating effect of sales experience on the relationship between salespeople’s procedural knowledge and their performance, using a sample of 108 salespeople working at three car dealerships in Japan. Moderated regression analyses suggested that the more experience salespeople gain, the stronger the relationship between procedural knowledge and performance becomes. The results provide some support for the hypothesis that the sales experience moderates the relationship between procedural knowledge and performance, which is consistent with Anderson’s (1982, 1983) model and the ten-year rule of necessary preparation in expertise research. The results also suggest that a high-performing sales expert has customer-oriented and active selling knowledge. Theoretical and practical implications of these findings in managing salespeople are discussed.