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EMAC 2023 Annual

Proposing a Sales Performance Motivational Framework for B2B Sellers in Services Firms

Published: May 24, 2023


Nils Høgevold, School of Communication, Leadership and Marketing, Kristiania University College, Oslo; Mornay Roberts-Lombard, Department of Marketing Management, University of Johannesburg; Rocio Rodríguez, Universidad de Murcia; Göran Svensson, School of Communication, Leadership and Marketing, Kristiania University College, Oslo


Abstract This study tests a framework of business-to-business sellers’ sales performance motivations in services firms. An exploratory-descriptive research design was used and data was collected from 389 respondents working in the services-orientated business sector of Norway. The results of this study verify that business-to-business service sales are complex contexts and situations to handle for business-to-business seller services firms and their business-to-business customers. Many elements are required to reach a final deal. Therefore, services firms must maintain seller motivation throughout the business-to-business services sales process, which is usually hard and may involve psychological wear-out. Therefore, this study examines and verifies an important area of sales performance indicators, namely business-to-business sellers’ motivations in services firms. It also explains business-to-business sellers’ intrinsic and extrinsic motivations. Keywords:goal orientation; work engagement; Norway Track: Business-to-Business Marketing