REPLICATION OF SUJANS ATTRIBUTIONAL ANALYSIS OF SALESPEOPLE MOTIVATION TO WORK SMARTER VERSUS HARDER

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.