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Indiana University Bloomington

Center for Global Sales Leadership

Reputation

"The Center for Global Sales Leadership at IU makes a rare and important contribution to improving our knowledge of this vital business function."

Neil Rackham, author of Spin Selling and consultant to the world's leading corporations

Research &Publications

Journal Articles

Adaptive Selling: Conceptualization, Measurement, and Nomological Validity

1990, Journal of Marketing Research

Rosann L Spiro, Barton A Weitz

Abstract

A 16-item scale is developed to measure the degree to which salespeople practice adaptive selling--the degree to which they alter their sales presentation across and during customer interactions in response to the perceived nature of the sales situation. This paper-and-pencil scale assesses self-reports of five facets of adaptive selling: (1) recognition that different sates approaches are needed for different customers, (2) confidence in ability to use a variety of approaches, (3) confidence in ability to alter approach during an interaction, (4) collection of information to facilitate adaptation, and (5) actual use of different approaches. The reliability of the scale is .85. Support for the nomological validity of the scale is found by failure to disconfirm relationships with an antecedent (intrinsic motivation), several general personality measures of interpersonal flexibility (self-monitoring, empathy, locus of control, and androgyny), and a consequence (self-reported performance).

Citation

Spiro, Rosann L. and Barton A. Weitz (1990), "Adaptive Selling: Conceptualization, Measurement, and Nomological Validity," Journal of Marketing Research, Vol. 27, No. 1, pp. 61-69.