Relational communication traits and their effect on adaptiveness and sales performance

  • Michael L. Boorom
  • Jerry R. Goolsby
  • Rosemary P. Ramsey


Two relational communication traits, communication apprehension and interaction involvement, are investigated within an adaptive selling framework to assess their impact on salesperson adaptiveness and sales performance. Using a sample of 239 insurance salespeople, results demonstrate that salespeople exhibiting lower levels of communication apprehension are more highly involved in communication interactions, and higher involvement facilitates increased adaptiveness and sales performance. This research highlights the importance of effective communication within sales interactions and offers suggestions to improve salesperson communication skill.


Sales Management Communication Competence Personal Selling Sales Performance Root Mean Square Residual 
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Copyright information

© Academy of Marketing Science 1998

Authors and Affiliations

  • Michael L. Boorom
    • 1
  • Jerry R. Goolsby
    • 2
  • Rosemary P. Ramsey
    • 3
  1. 1.California State UniversitySan Bernardino
  2. 2.University of South FloridaUSA
  3. 3.Eastern Kentucky UniversityUSA

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