Peder Seglund

Doctoral Dissertation Announcement

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Candidate: Peder Seglund

Degree of: Doctor of Philosophy

Department: Psychology

Title: Behavior Based Sales: A Study of Behavioral Techniques for Sales Performance Improvement

Committee:
Dr. Ron Van Houten, Chair
Dr. John Austin
Dr. Dick Malott
Dr. Doug Johnson

Date: Thursday, August 2, 2012 11:00 a.m. to 1:00 p.m.
3713 Wood Hall

Abstract:
The purpose of the present study is to evaluate the impact of a behavior-based sales training package on sales performance for the sales divisions of two different organizations located in separate cities in the Midwestern United States. The independent variable is a package that includes behavior-based sales training, feedback, and reinforcement. The primary dependent variable is sales performance results, which are a measure of the participants’ closing percentage.  Secondary dependent variables include income, participant attendance at sales meetings, participant satisfaction, and changes in knowledge (at site 2 only).
The intervention package is implemented at each site over a course of four weeks employing a non-current multiple baseline design. Visual and statistical analysis suggests the training package is effective at increasing the closing percentage at each site, but the effects are not maintained after the training package is removed. In addition, the attendance at sales meetings increases, knowledge increases as it related to behavior and sales, and participant and organization income increases. The post-training survey suggests a favorable evaluation of the training package by participants.                                               
The goal of the study is to examine behavioral techniques that can be generalized to any organization’s sales division for performance improvement. Few studies have applied behavioral techniques to improve sales performance. The current study fills a gap in the research literature, demonstrating the impact of a behavioral approach on sales performance and its effect on participant behavior in a sales organization.