The moderating effect of selling situation on the adaptive selling strategy–selling effectiveness relationship

Sales practitioners and researchers have recognized that “one-size-fits-all” selling strategies may not be appropriate for all customers. In this study, we employ the Weitz [J. Mark. 45 (1981) 85] Contingency Model to investigate the effect of the selling situation encountered by a salesperson on the relationship between selling strategy and sales performance. More specifically, we investigate the moderating effect that the selling situation has on the adaptive selling strategy–sales performance relationship. Results of the study suggest that an adaptive selling strategy will generally enhance performance outcomes, and that this relationship is stronger in a modified rebuy and new buy situation.