A CRITICAL REVIEW OF SELLING SKILLS AND SALES MANAGEMENT PRACTICES: IMPLICATIONS FOR SALESPERSON PERFORMANCE IN CONTEMPORARY ORGANISATIONS

Abstract

The rapid growth of organisational complexity and technology sophistication has altered the dynamics of selling and sales management within organisations. The scope of salespersons’ activities has shifted from the transactional view of selling to customers-centricity and value creation. This review sought to provide a critical analysis of the empirical evidence regarding selling skills and sales management practices that influence salesperson performance in today’s organisations. This study focused on measuring adaptive selling behaviours, emotional intelligence, customer-oriented selling behaviour, digital selling skills, customer relationship management, customer success management, and organisational sales management support practices related to salesperson effectiveness. A critical literature review method was used to review the recent empirical evidence from personal selling and sales management literature streams. The results of this review revealed the positive impact of adaptive selling behaviours, customer orientation, emotional intelligence, and digital communication skills on salesperson performance through customer connection, relationship quality, and value creation. The study also identified sales management drivers such as leadership support, training and development, performance management, flexibility, and customer success management practices that facilitate the successful application of selling skills in salesperson effectiveness. Additionally, much of the existing literature reviewed variables individually instead of integrated models showing how behaviours, emotions, technology, and management work together. This study offers contributions by providing a critical overview of recent literature on contemporary selling skills and sales management support practices. It also highlights theoretical, methodological, and contextual gaps such as digitalisation and AI-enabled selling, ethical selling behaviours, and emerging market contexts. Practical Implications. The review reveals that for long-term sustainable performance in sales, both selling skills and organisational sales management support practices are essential. Sales managers and researchers can build upon the identified gaps to advance theory and practice on salesperson effectiveness.