Pharmaceutical sales performance: A proposed study measuring behavioral aspects of self‐efficacy as compared to general self‐efficacy

Abstract

Purpose

To date, a general self‐efficacy concept has been the standard model for prediction of sales performance, and there has yet to be a published study that combines the three variables: sales performance, self‐efficacy, and sales communication behaviors. It is proposed that a model which takes into account the behaviors of getting, giving, using, and planning, and the self‐efficacy of these behaviors, will be a better predictor of sales performance in sales representatives.

Design/methodology/approach

This study used a sampling of 110 pharmaceutical sales representatives to measure general self‐efficacy, specific self‐efficacy, behaviors, and sales performance. With the data, the research tested nine hypotheses.

Findings

The self‐efficacy of behaviors such as getting, giving, using, and planning are positively correlated with performance of these behaviors. Increased self‐efficacy of behaviors actually proved to decrease performance of those behaviors, yet the increase in behaviors resulted in increased sales performance.

Originality/value

The differentiation of specific self‐efficacy, with regard to the behaviors of getting, giving, using, and planning, proved to be a superior indicator of sales performance as opposed to general self‐efficacy. Although the findings of this study were not what was originally intended, the inverse nature of the results prove that a model of this nature will assist management in predicting and managing levels of productivity within their sales force.

Citation

Ryerson, A. (2008), "Pharmaceutical sales performance: A proposed study measuring behavioral aspects of self‐efficacy as compared to general self‐efficacy", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 2 No. 3, pp. 181-194. https://doi.org/10.1108/17506120810903962