What is successful sales behavior? exploratory research in business-to-business markets in the UK

The role of the field salesperson, in the Business-to-Business sector has evolved over the years. Much of the research about direct professional salespeople has been in the areas of performance and control. Some research has been undertaken on behavioral expectations from purchasing managers, but this has been limited to aspects such as ethics and the effect of the supplier’s market orientation. The purpose of this study was to explore which behavioral traits of direct professional salespeople are most required and appreciated by purchasing managers , and also to understand the expectations about their behavior from their sales manager’s point of view.