Ha. Harmon et al., REPLICATION OF SUJANS ATTRIBUTIONAL ANALYSIS OF SALESPEOPLE MOTIVATION TO WORK SMARTER VERSUS HARDER, Psychological reports, 75(2), 1994, pp. 987-992
Several theoretical models are available to explain salespersons' perf
ormance. This research examined the model developed in 1986 by Sujan o
n failed sales effort and the effect of motivation on selling effort a
nd strategy. The research reported here attempted to replicate the Suj
an conclusions by examining the construct of failed sales effort from
the sales manager's perspective. That is, if a salesperson is unsucces
sful in obtaining an order, to what does the sales manager attribute t
he failure? The sales manager may believe the subordinate failed becau
se of poor or ineffective selling strategies or possibly because the s
alesperson did not put forth enough effort. The survey research used a
mail questionnaire with a sample of 158 sales managers employed by ma
nufacturing organizations. Each sales manager considered the ''average
'' salesperson and rated the extent the described behavior contributed
to the failed effort. A factor analysis confirmed the factor loadings
and assessed the reliability. The results indicate, in some cases, th
at sales managers perceive a different attributional style and motivat
ion relationship for failed sales than do salespeople.