Abstract:
this study aimed to discover the intervening role of salesperson adaptive selling
Behavior (sPasB) in the relationship between salesperson lead Qualification skills
(sPlQs) and salesperson Performance (sP), in addition to the potential moderating
effect of salesperson gender (sPg) on this relationship in the insurance industry in
Uganda. a total of 346 salespeople in the Ugandan insurance industry were identified
using approportionate stratified simple random sample technique. Data were collected
using a self administered questionaire, then descriptive statistics, correlation analysis,
factor analysis, and conditional process analysis were employed to analyze the data.
the results showed that sPlQs and sP are partially mediated by sPasB. the mediating
influence is contingent on the level of sPg, with a stronger mediation effect observed
at higher levels of gender equality. By adding to the body of current literature, this
study examines the complex relationships between sPlQs, sPasB, sP, and sPg. these
findings highlight the importance of considering the role of sPasB and gender dynamics
in optimizing sP. the results provide valuable insights for sales organizations to develop
strategies to enhance sP in uncertain business environments. additionally, this study
sheds light on the gender-specific factors that influence sP, challenging traditional
stereotypes in the sales profession
