Improving Business-to-Business Relationship Quality Through Salespeople’s Grit and Political Skill

Abstract

ABSTRACT Purpose Two characteristics – Grit and Political Skill – appear to offer meaningful value to industrial marketers through improving customer relationship quality. The premise of this study is to investigate the role of these characteristics of business-to-business salespeople as they influence selling approaches and ultimately long-term customer relationships. Previous research in both academic and practitioner literature has noted political skill and grit are individually linked to salespeople but remain chiefly unexplored simultaneously and in terms of their impact on customer relationships. Methodology/Approach The data used in this research are from a sample of 240 business-to-business salespeople collected electronically by using the online platform of a national data broker. Self-reports were made about their grit, political skill, and customer relationship quality. These constructs were combined in a structural equation model. SPSS/Amos software was used to conduct multivariate analysis. Confirmatory factor analysis was used to assess the measurement properties of each construct, while structural equation modeling was applied to evaluate the hypothesized relationships. Findings Results suggest grit is directly related to political skill and both are positively related to relationship quality. The results from this study lend credence to existing customer relationship literature and serve to extend our understanding, specifically as applied to business-to-business salespeople. In particular, we learn more about the role of grit and political skill in affecting the ability of salespeople to establish and maintain customer relationships. Research Implications In terms of the theoretical contribution, this study explores a seller’s perspective of two potentially important sales characteristics and relationship quality to extend findings on customer relationships. While grit has been considered an antecedent of outcome performance, the interaction between grit and political skill, and their impact on business-to-business salespeople’s customer relationship quality had heretofore not been examined. This study extends previous research on grit and political skill by examining the association between the two as well as the impact on relationship quality. Our research strengthens the importance of grit and political skill by finding the synergy between the two indicates that when these characteristics of salespeople are possessed or developed they can enhance the relationship building conducted by business-to-business salespeople. Practical Implications Sales leaders may benefit from administering the salesperson grit and political skill scales as part of the screening process and developing these values among salespeople through training and coaching. Sales leaders should emphasize the positive impact of adopting these in focusing on customers. The study makes a practical contribution through an improved understanding of how a seller’s communication and influence characteristics impact customer relationships. The findings underscore the importance of engaging in activities shown to improve connections with buyers and striving for levels of grit that assist the salesperson in overcoming any challenges faced in the normal set of activities required to build customer relationships. Encountering daily or short-term impediments that if not managed through perseverance may result in a salesperson being frustrated and abandoning more challenging accounts, despite the future potential payoffs by continuing to work with the account to obtain long-term outcomes. Additionally, political skill by itself and in conjunction with grit enables the business-to-business salesperson to utilize communication to persuade others, especially customers to act in ways that benefit both business-to-business buyers and sellers. Grit and political skill may combine to establish relationships and maintain them despite any short-term obstacles that require grit. An improved understanding of business-to-business salespeople’s perspectives of the variables under study can potentially improve the hiring and training of salespeople to adopt beneficial characteristics that will enable them to build customer relationships and ultimately improve sales performance. Originality/Value/Contribution of the Paper The originality and value of this study rest with proposed connections between three prevalent issues in business-to-business sales organizations. Grit, political skill, and relationship quality provide valuable and unique insights into business-to-business selling behaviors and seller consequences.