Abstract:
Examining the role of salesperson adaptive selling behavior
(SPASB) as a mediator in the relationship between salesperson
lead qualification skills (SPLQS) and salesperson performance
(SP) in Ugandan insurance firms was the main research objective.
A positivistic, explanatory design, 346 salespersons from a
population of 3278 licensed insurance firms using proportionate
stratified and simple random sampling techniques was utilized. A
self-administered questionnaire was utilized, and data were
analyzed using SPSS version26 and Hayes Process Macro version
4.0. This study suggests that adaptive selling behavior plays a
crucial role in connecting lead qualification skills to salesperson
performance, giving significant results. Practical implications
include the need for policymakers to implement a policy of
rewarding and supporting adaptive salespeople and organizing
professional conference dialogues to train salespersons in
analyzing customer needs, categorizing, and qualifying leads. The
empirical evidence in this study was that adaptive selling behavior
is a mechanism through which lead qualification skills positively
influence salesperson performance
