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Q: sales ability testing -- does it work? ( Answered 5 out of 5 stars,   1 Comment )
Question  
Subject: sales ability testing -- does it work?
Category: Business and Money > Employment
Asked by: marbuck-ga
List Price: $25.00
Posted: 27 Jun 2002 20:52 PDT
Expires: 27 Jul 2002 20:52 PDT
Question ID: 34379
One of the challenges faced by many businesses (mine included) is
finding talented salespeople.  A number of commercial organizations
offer sales/personality tests, and of course all claim that theirs
work 'best'.  My searches on the web on this topic of course have
turned up only the commercial self-serving claims.  Are there
independent, academically sound and well researched studies on this
topic, and if so, I welcome abstracts and rankings/recommendations.
Answer  
Subject: Re: sales ability testing -- does it work?
Answered By: rapidreference-ga on 27 Jun 2002 22:18 PDT
Rated:5 out of 5 stars
 
Hello,

Good evening Marbuck. I searched a premier business/marketing database
and was suprised to find very little on this subject. I did, however,
uncover some keywords that helped me immensely when I resumed google
searching. Below are descriptions and urls of some sites that may help
you.

Article about relation between leadership and sales force. There is
discussion of testing and a bibliography.
<http://mba.uwosh.edu/sales%20managers.htm>


A lengthy bibliography of scholarly articles about sales. The very
first one looks ideal for your purposes. Unfortunately, there are no
abstracts here.
<http://mkt.cba.cmich.edu/salessig/resource/1994cite.htm>


Another online bibliography of sales related research. The citation
below is included on the site.

Bush, Robert P., Alan J. Bush, David J. Ortinau, and Joseph F. Hair,
Jr. 1990. "Developing A Behavior-Based Scale to Assess Retail
Salesperson Performance." Journal of Retailing 66 (No. 1): 119-136. 
<http://www.vancouver.wsu.edu/amsrev/theory/hansen08-99.html>



Another database search yielded the additional citations/abstracts
below:

Patterson, Fiona; Silvester, Jo. People Management, 04/30/98, Vol. 4
Issue 9, p46, 3p, 2c
Subject(s): SALES personnel -- Ability testing
Company/Entity: BOOTS the Chemists (Company)

Abstract: 
Focuses on the psychometric test developed by Boots the Chemist
company as a recruitment method for sales assistants. Why Boots
developed the test; Comments from several company officials; Examples
of customer-related questions included in the test.


American Salesman, Apr98, Vol. 44 Issue 4, p23, 4p, 
Subject(s): SALES personnel -- Ability testing SELLING -- Technique

Abstract: 
Points out the importance of testing target sales skills before hiring
a sales person. Implication of the concept of targeting customers;
Reason for the occurrence of hiring mistakes; Personality as the usual
basis for hiring salesperson; Critical areas of sales skills assessed
by the Sales Success Profile sales test of Gregory M. Lousig-Nont of
Lousig-Nont, & Associates.


Marks, Ronald; Vorhies, Douglas W. Journal of Personal Selling & Sales
Management, Fall96, Vol. 16 Issue 4, p53, 13p, 6 charts, 1 diagram
Subject(s): SALES personnel -- Ability testing
 
Abstract: 
Outlines a method of improving the psychometric properties of the
adaptive selling scale (ADAPTS). Lack of unidimensionality;
Utilization of ADAPTS
as predictor of salesperson performance; Improvements for ADAPTS;
Presentation of confirmatory factor models; Validity of the two-factor
adaptive
selling model.


Moore, Michael O'D. American Banker, 7/28/93, Vol. 158 Issue 143, p11,
1/2p, 1bw
SALES personnel -- Ability testing

Abstract: 
Features Resource Management Associates managing partner H. Joseph
Marshall's recommendation of behavioral testing for sales positions.
Boosting
from employees; Developmental approach; Survey results' benefit to
moral and productivity.



Seacrh strategy:

Google - I used the advanced search and limited to edu domain (you
might try limiting to "org" too):

salespeople psychological tests site:edu
salespeople testing effectiveness site:edu
salespeople psychological screening site:edu

I hope the info provided here is useful for you. If something is
lacking please submit a clarification request. I'll be more than happy
to dig deeper.

Good luck - hope you find some good people.


rapidreference-ga

Request for Answer Clarification by marbuck-ga on 28 Jun 2002 07:24 PDT
This may be telling me something interesting -- if so little real
academic research has been done on the topic, then I fear that most of
the sales testing stuff on the market may indeed be 'hocus pocus'. 
Some of the abstracts you gave me appear to be, for want of a better
word, 'planted' stories (ie a commercial concern writes up something
in the form of an academic paper, and submits it to a possibly
low-standards journal -- to give it 'credibility' in its own marketing
materials.

We are of course not looking for retail salespeople as for example an
hourly rated store employee.  This is Business to Business stuff.  
Would your research be able to classify the 'status' and credibility
of the journals cited -- I am ready to ask a librarian to pull copies
of journal articles, but would hate wasting money/research time on
academic junk.

Clarification of Answer by rapidreference-ga on 28 Jun 2002 08:29 PDT
Hello again,

I'm very confident of the academic quality of the citations/abstracts
I provided. By limiting my google searches to "edu" sites I was able
to avoid the self-serving commercial misinformation found on "com"
sites. The last four abstracts I provided were located in an online
database that indexes academic publications focusing on
business/economic/marketing research. If you want only peer reviewed
academic articles you're in a a jam. There doesn't appear to be much
out there. Two that are peer reviewed are included here:

Tadepalli, Raghu. Measuring customer orientation of a
salesperson:Modifications of the SOCO scale.Psychology & Marketing,
May95, Vol. 12 Issue 3, p177, 11p, 2 charts

Abstract: 
Addresses the modifications made to the Michaels and Day version of
the SOCO (selling orientation customer orientation) scale.
Unidimensionality of the scale; Confirmatory factor analysis program;
Reliability of the scale; Assessment of convergent and discriminant
validity;Buyer's perception of salespeople; Assessment of long term
aspects of a salesperson's performance.


(included in first answer)
Marks, Ronald; Vorhies, Douglas W. A psychometric evaluation of the
ADAPTS scale: A critique and recommendations. Journal of Personal
Selling & Sales Management, Fall96, Vol. 16 Issue 4, p53, 13p, 6
charts, 1 diagram.
 
Abstract: 

Outlines a method of improving the psychometric properties of the
adaptive selling scale (ADAPTS). Lack of unidimensionality;
Utilization of ADAPTS as predictor of salesperson performance;
Improvements for ADAPTS; Presentation of
confirmatory factor models; Validity of the two-factor adaptive
selling model


Have your librarian run some searches for you to verify the cites. The
search keywords I used were ""sales personnel AND ability testing"

Thanks again.

rapidreference-ga
marbuck-ga rated this answer:5 out of 5 stars
Maybe not exacly the answer I wanted -- but a valid answer nonetheless
(and sometimes the results you don't get can be as useful as the ones
you do.)

Comments  
Subject: Re: sales ability testing -- does it work?
From: jeremymiles-ga on 29 Jun 2002 13:07 PDT
 
Hello Marbuck,  
I searched on a couple of databases for papers published in
peer-reviewed academic journals, and found the following which may be
of interest to you.   It appears that there is certainly evidence that
some types of testing do work.  This does not mean that all (or any
one specific measure) does work.

If there are specific measures that you are interested in (or people
have tried to sell to you :) ), you might want to ask a new question,
and search for information.

AU Aziz, A
   May, K
   Crotts, JC
TI Relations of Machiavellian behavior with sales performance of
   stockbrokers
SO PSYCHOLOGICAL REPORTS
AB The hypothesis of a relationship between Machiavellian behavior
   and sales performance of Christie and Geis was tested with a
   sample of 110 stockbrokers. Scores on a measure called the
   Machiavellian Behavior scale were positively and significantly
   correlated with two self. reported measures of sales
   performance of the stockbrokers, Present results together with
   those of two earlier studies supported the hypothesis that
   salespeople with a Machiavellian orientation are likely to be
   more successful, Analysis of the data also indicated predictive
   validity and acceptable internal consistency of the
   Machiavellian Behavior scale, Limitations of the present study
   and a need for further research are discussed.
BP 451
EP 460
PG 10
JI Psychol. Rep.
PY 2002

AU Barrick, MR
   Stewart, GL
   Piotrowski, M
TI Personality and job performance: Test of the mediating effects
   of motivation among sales representatives
SO JOURNAL OF APPLIED PSYCHOLOGY
AB Research shows consistent relations between personality and job
   performance. In this study the authors develop and test a model
   of job performance that examines the mediating effects of
   cognitive-motivational work orientations on the relationships
   between personality traits and performance in a sales job (N =
   164). Covariance structural analyses revealed proximal
   motivational variables to be influential mechanisms through
   which distal personality traits affect job performance.
   Specifically, striving for status and accomplishment mediate
   the effects of Extraversion and Conscientiousness on ratings of
   sales performance. Although Agreeableness was related to
   striving for communion, neither Agreeableness nor communion
   striving was related to success in this sales job. The
   importance of the proposed motivational orientations model is
   discussed.

AU Jackson, CJ
   Furnham, A
   Miller, T
TI Moderating effect of ear preference on personality in the
   prediction of sales performance
SO LATERALITY
AB This study examined the relationship between ear preference,
   personality, and performance ratings on 203 telesales staff.
   Social desirability scores were a significant predictor of two
   relatively independent sets of supervisor ratings (actual
   performance and developmental potential) in interaction with
   ear preference. It was found that the social desirability scale
   was a significant positive predictor for staff preferring a
   right ear headset, but a negative predictor for staff
   preferring a left ear headset. These results were interpreted
   in terms of different strategies used to achieve successful
   sales.
BP 133
EP 140
PG 8


AU Soyer, RB
   Rovenpor, JL
   Kopelman, RE
TI Narcissism and achievement motivation as related to three
   facets of the sales role: Attraction, satisfaction and
   performance
SO JOURNAL OF BUSINESS AND PSYCHOLOGY
AB Relationships were posited between two personality constructs-
   narcissism and achievement motivation--and three facets of the
   sales role: attraction, satisfaction and performance. As
   predicted, currently and previously employed salespeople were
   more narcissistic and had stronger needs for achievement than
   individuals who were never employed in sales. Narcissism was
   positively associated with overall sales satisfaction and with
   level of comfort with ethically questionable sales behaviors;
   narcissism was unrelated to sales performance. In contrast,
   need for achievement was unrelated to sales satisfaction,
   negatively related to comfort with ethically questionable sales
   behaviors, but positively related to sales performance.
   Practical implications of these findings for sales recruiters
   and trainers are discussed.
BP 285
EP 304
PG 20
JI J. Bus. Psychol.
PY 1999

AU Mount, MK
   Barrick, MR
   Strauss, JP
TI The joint relationship of conscientiousness and ability with
   performance: Test of the interaction hypothesis
SO JOURNAL OF MANAGEMENT
AB This study investigated whether conscientiousness and ability
   interact in the prediction of job performance, Although few
   studies have directly addressed this issue, there is limited
   evidence that ability moderates the relationship between
   conscientiousness and job performance. Specifically, it has
   been reported that the relationship of conscientiousness to
   performance is positive for high ability and near zero or
   negative for low ability. Results in the present study provided
   no support for the interaction of GMA and conscientiousness,
   Moderated hierarchical regression analyses for three
   independent samples of participants (146 managers in sample 1,
   103 sales representatives in sample 2, and 121 managers in
   sample 3), showed that the interaction did not account for
   unique variance in the prediction of supervisory ratings of job
   performance beyond that accounted for by GMA and
   conscientiousness. These findings indicate that ability does
   not moderate the relationship of conscientiousness to job
   performance. Practical implications for employee selection
   practices, and theoretical implications for models of job
   performance, are discussed. (C) 1999 Elsevier Science Inc. All
   rights reserved.
BP 707
EP 721
PG 15
JI J. Manage.
PY 1999
VL 25
IS 5

AU Furnham, A
   Jackson, CJ
   Miller, T
TI Personality, learning style and work performance
SO PERSONALITY AND INDIVIDUAL DIFFERENCES
AB Just over two hundred telephone sales staff completed the
   Eysenck Personality Inventory (EPI) and Honey and Mumford's
   Learning Styles Questionnaire (LSQ). Extraversion was highly
   correlated both positively and negatively with three of the
   four LSQ measures. The lie scale from the EPI was also
   systematically correlated with the Activist and Reflector
   scales of the LSQ. Both the EPI and LSQ traits were modestly
   correlated with two criteria: ratings of Actual Performance and
   Development Potential. Regressions were used to determine the
   best predictors of the two ratings measures. Personality
   variables (extraversion, neuroticism) and certain learning
   styles (reflector, pragmatist) were statistically significant
   predictors of rated performance, though they accounted for less
   than 10% of the explained variance. The results concur with
   recent meta-analytical studies that show personality variables
   account for a small but important amount of variance in
   measures of work performance. > (C) 1999 Elsevier Science Ltd.
   All rights reserved.
BP 1113
EP 1122
PG 10
JI Pers. Individ. Differ.
PY 1999
PD DEC

AU Stokes, GS
   Searcy, CA
TI Specification of scales in biodata form development: Rational
   vs. empirical and global vs. specific
SO INTERNATIONAL JOURNAL OF SELECTION AND ASSESSMENT
AB Although empirical keying has been the most popular scoring
   strategy with biodata, researchers have increasingly argued
   that rational approaches are better for advancing theory.
   Higher validities and less faking with empirical keys, however,
   have made many reluctant to abandon them. Research in the
   personality field provided support for the notion that many
   rational biodata scales may be multi-faceted. Development of
   more specific scales was suggested as a technique for creating
   rational scales with validities that more closely approximate
   that of empirical keys. Three different strategies (rational,
   internal, and external/ empirical) were used in the scoring of
   a biodata inventory for use with mechanical equipment franchise
   owners. The rational and internal approaches were investigated
   within two samples and at two levels - very specific constructs
   and global constructs. In addition, two types of criteria were
   used, including an objective measure of sales and supervisory
   performance ratings. The specific rational scales were as
   predictive as the empirical item key. Strategies for developing
   and scoring a biodata form using a rational approach are
   discussed.
BP 72
EP 85
PG 14
JI Int. J. Sel. Assess.
PY 1999
PD JUN
VL 7
IS 2

AU VandeWalle, D
   Brown, SP
   Cron, WL
   Slocum, JW
TI The influence of goal orientation and self-regulation tactics
   on sales performance: A longitudinal field test
SO JOURNAL OF APPLIED PSYCHOLOGY
AB The authors investigated the influence of goal orientation on
   sales performance in a longitudinal field study with
   salespeople. As hypothesized, a learning goal orientation had a
   positive relationship with sales performance. This relationship
   was fully mediated by 3 self-regulation tactics: goal setting,
   effort, and planning. In contrast, a performance goal
   orientation was unrelated to sales performance. These results
   suggest that a focus on skill development, even for a veteran
   workforce, is likely to be associated with higher performance.
   Management should seek evidence of a learning goal orientation
   when selecting new employees, while avoiding an excessive focus
   on performance goal orientation without a comparable skill-
   development focus.
BP 249
EP 259
PG 11
JI J. Appl. Psychol.
PY 1999
PD APR
VL 84
IS 2

AU Vinchur, AJ
   Schippmann, JS
   Switzer, FS
   Roth, PL
TI A meta-analytic review of predictors of job performance for
   salespeople
SO JOURNAL OF APPLIED PSYCHOLOGY
AB This meta-analysis evaluated predictors of both objective and
   subjective sales performance. Biodata measures and sales
   ability inventories were good predictors of the ratings
   criterion, with corrected rs of .52 and .45, respectively.
   Potency (a subdimension of the Big 5 personality dimension
   Extraversion) predicted supervisor ratings of performance (r
   =.28) and objective measures of sales (r =.26). Achievement (a
   component of the Conscientiousness dimension) predicted ratings
   (r =.25) and objective sales (r=.41). General cognitive ability
   showed a correlation of .40 with ratings but only .04 with
   objective sales. Similarly, age predicted ratings (r =.26) but
   not objective sales (r = -.06). On the basis of a small number
   of studies, interest appears to be a promising predictor of
   sales success.
BP 586
EP 597
PG 12
JI J. Appl. Psychol.
PY 1998
PD AUG
VL 83
IS 4

AU Jackson, CJ
   Corr, PJ
TI Personality-performance correlations at work: Individual and
   aggregate levels of analyses
SO PERSONALITY AND INDIVIDUAL DIFFERENCES
AB In the occupational community, there is a widespread faith in
   the utility of personality assessment for selection,
   development, etc. This faith has been immune to arguments,
   supported by empirical evidence, regarding the poor correlation
   between personality and performance in the workplace (these
   correlations rarely exceed the 0.2-0.3 level). The difference
   between perception of utility and the actual empirical reality
   is large. We investigated one possible source of this
   perceived-actual discrepancy. In two separate samples, we
   compared the magnitude of validity coefficients from individual
   and aggregate (i.e. organizational) levels. Our results
   indicated that strong actual personality-performance
   correlations exist at the aggregate level of analysis, but not
   at the individual level of analysis. We suggest that this
   aggregate-individual correlation discrepancy may, in part at
   least, account for the perceived-actual discrepancy noted
   above. We conclude that the continued faith in personality
   testing in the workplace may be a consequence of test users'
   sensitivity to actual aggregate level personality-performance
   correlations. However, we warn of the danger of drawing
   inferences from aggregate level correlations when making
   decisions about individuals, and point out the statistical
   artefacts that may account for some of the magnitude increase
   in aggregate level correlations. Several foci for further
   research are indicated. (C) 1998 Elsevier Science Ltd. All
   rights reserved.
BP 815
EP 820
PG 6
JI Pers. Individ. Differ.
PY 1998
PD JUN
VL 24
IS 6


AU Furnham, A
   Miller, T
TI Notes and shorter communications - Personality, absenteeism and
   productivity
SO PERSONALITY AND INDIVIDUAL DIFFERENCES
AB Nearly 250 telephone sales employees completed the Eysenck
   Personality Inventory, and scores were related to periods of
   sick leave, total number of days sick leave over a 1 yr period,
   supervisor's performance and potential rating. Young extraverts
   had most periods of sick leave and stable extraverts received
   higher potential and performance ratings. These results are
   discussed in terms of the previous literature in the field. (C)
   1997 Elsevier Science Ltd.
BP 705
EP 707
PG 3
JI Pers. Individ. Differ.
PY 1997
PD OCT
VL 23
IS 4

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