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Managing positive and negative trends in sales call outcomes : the role of momentum
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Nahm, Irene Y., Ahearne, Michael J., Lee, Nick and Tirunillai, Seshadri (2022) Managing positive and negative trends in sales call outcomes : the role of momentum. Journal of Marketing Research . 002224372210950. doi:10.1177/00222437221095097 ISSN 0022-2437. (In Press)
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Official URL: http://dx.doi.org/10.1177/00222437221095097
Abstract
Existing research treats sales performance as a series of discrete, independent events rather than as a series of sales attempts with intertemporal spillover across these attempts. This research examines whether there are systematic short-term trends (“momentum”) in sales performance. To do so, the authors use the clumpiness approach to examine the existence of sales momentum in a high-frequency call-level data set obtained from two call centers of a large European firm. They further investigate the effect of positive (negative) momentum, or the positive (negative) deviation from the long-term expected performance on subsequent sales performance. Exploiting the differences in the social environment of the call centers, the authors find that the social working environment mitigates the harmful effect of negative momentum and sustains positive momentum. Further, they demonstrate that calls made midday, early-week and late-week boost performance by mitigating the adverse effects of negative momentum. The findings suggest that monitoring sales performance can help managers detect momentum and use timely interventions to enhance sales productivity. Managers can also leverage momentum by creating a more social working environment to optimize overall salesperson performance.
| Item Type: | Journal Article | ||||||
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| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||
| Library of Congress Subject Headings (LCSH): | Performance -- Management, Sales management, Sales personnel , Sales personnel -- Rating of , Selling -- Ability testing, Work environment, Diffusion of innovations | ||||||
| Journal or Publication Title: | Journal of Marketing Research | ||||||
| Publisher: | American Marketing Association | ||||||
| ISSN: | 0022-2437 | ||||||
| Official Date: | 4 April 2022 | ||||||
| Dates: |
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| Article Number: | 002224372210950 | ||||||
| DOI: | 10.1177/00222437221095097 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | In Press | ||||||
| Reuse Statement (publisher, data, author rights): | Nahm IY, Ahearne MJ, Lee N, Tirunillai S. EXPRESS: Managing Positive and Negative Trends in Sales Call Outcomes: The Role of Momentum. Journal of Marketing Research. April 2022. Copyright © 2022(Copyright Holder). Reprinted by permission of SAGE Publications. https://journals.sagepub.com/doi/10.1177/00222437221095097 | ||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||
| Date of first compliant deposit: | 13 April 2022 | ||||||
| Date of first compliant Open Access: | 13 April 2022 |
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