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The effects of coaching on salespeople's attitudes and behaviors

Author: Vincent Onyemah Language: English Journal: European Journal of Marketing Year: 2009, Volume: 43, Issue: 7/8, Page: 938-960 Source: Emerald Publisher: Emerald Publishing Group limited

This paper's aim is to provide an empirical test of the assumption that coaching impacts salespeople's attitudes and behaviors under various contingencies.  Increasing the amount of coaching can engender positive attitudes and behaviors in salespeople. More coaching time should be devoted to younger salespeople, salespeople with lower confidence in the superiority of company's products over competitors' brands, salespeople with fewer years of formal education, and salespeople whose values fit the least with that of the organization.
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