The Effects Of Coaching On Salesperson's Attitudes And Behavior

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Literature Review

The literature review is based on the journal article “The effects of Coaching on salesperson’s attitudes and behaviours”. The article was selected as it highlights the importance on coaching in a salespersons performance. It states that coaching effects the turnover, employee satisfaction and commitment towards the organisation. Coaching if provided in a right manner impacts the salesperson’s intrinsic motivation, role ambiguity, affective commitment and satisfaction with supervisor. The article also emphasises that coaching is significant way in which sales managers motivate salespeople and enhance their performance.
The paper is based on the findings of Leader-member exchange theory. The theory demonstrates the exchange …show more content…

Affective commitment refers to employee’s involvement and emotional attachment with the organisation. Coaching helps to reduce the feeling of isolation and makes the employees committed to the organization. Intrinsic motivation refers to need for a sense of personal causation. It makes the employees confident about the task they are performing and helps in their empowerment. Role ambiguity means the perception one lacks information about the job and makes a person feel lost and helpless. In such cases, coaching gives the employees chance to ask clarifying questions from their supervisor and gain better understanding of their job. Coaching also makes the salesperson feel satisfied with their job and improves the relationship between employee and supervisor. Employees appreciate the supervisors who contribute to their knowledge and skill development.
Coaching has many positive effects but it is important that conditions are favourable in order for the coaching to be effective. It is not possible for the people to be coached of they are not willing for the same. Effective coaching occurs in an environment where there is trust and respect. The salesperson is more willing to learn when there is no barrier to communication and a sense of respect with the supervisor …show more content…

Good communication helps to increase the confidence of the people such that they would readily seek the help of their supervisors instead of being confused and making mistakes. Good communication will also motivate the salespeople and managers to develop new ways to increase their productivity. Also in such environment the chances of being misunderstood gets reduces. Hence, better the communication between the management and the employees the greater is the effect of coaching.
Thirdly, it is argued that the sales person with more years of formal education have independent thoughts and actions. More years of formal education endows richer knowledge structures on which to independently build further skills and aptitudes. They possess alternate resources to boost their productivity and this makes them doubtful of the efficacy of the skills provided during formal coaching sessions.
Fourthly, it is notices that the salesperson believe that it is easier to sell goods of superior quality than of inferior quality. The sales people who believe their products are inferior than that of competitors have strong desire to seek methods and knowledge that will help them in acquisition of customers. Hence, they will be favourable to receive coaching and would like to learn more about the

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