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Social media in B2B sales: Why and when does salesperson social media usage affect salesperson performance?

机译：B2B销售中的社交媒体：为什么销售人员社交媒体使用何时影响销售人员的表现？

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The importance of social media usage by B2B salespeople has been well documented in the sales literature. In particular, a B2B salesperson's use of social media to prospect for customers and adapt their sales approach have primarily been shown to explain sales performance. However, an increasing body of literature in the sales domain has called for B2B salespeople to be ambidextrous by engaging in service activities aimed at helping their customers. We argue that by giving B2B salespeople an opportunity to communicate directly with their customers, social media is used by salespeople to proactively service their customers and hence can play a critical role in driving sales performance. Drawing from the Task-Technology Fit theory, we develop and test a conceptual model in which B2B salesperson social media usage affects salesperson performance indirectly through value-oriented prospecting and proactive servicing. Additionally peer social media usage was a key moderator in the relationship between B2B salesperson social media usage on the one hand and value-oriented prospecting and proactive servicing on the other hand. We test the model with data from 171 B2B salespeople and find that salesperson social media usage relates positively with proactive servicing and value-oriented prospecting. While we did not find support for the relationship between social media usage and adaptive selling, we did find support for the impact of all three sales activities salesperson performance. In addition, results show that peer social media usage has positive moderating effects on the B2B salesperson social media usage and value-oriented prospecting/proactive servicing relationships.
机译：B2B销售人员的社交媒体使用的重要性已在销售文献中记载了很好的记录。特别是，B2B销售人员对客户的前景使用社交媒体并适应其销售方式的应用主要被证明可以解释销售业绩。然而，销售领域的文献越来越多的文献已经要求B2B销售人员通过参与旨在帮助客户的服务活动而被怀抱。我们认为，通过向B2B销售人员直接与客户进行沟通的机会，销售人员使用社会媒体来主动为客户提供服务，因此可以在驾驶销售业绩方面发挥关键作用。从任务技术的拟合理论中绘制，我们开发和测试一个概念模型，其中B2B销售人员社交媒体使用通过价值导向的勘探和主动维修间接影响销售人员性能。此外，同行社交媒体使用是B2B销售人员社交媒体使用与一方面和价值导向的勘探和主动维修之间的关键主持人。我们使用来自171个B2B销售人员的数据测试模型，并发现销售人员社交媒体使用情况与主动维修和值导向的勘探有关。虽然我们没有找到对社交媒体使用与自适应销售之间的关系的支持，但我们确实找到了对所有三个销售活动销售人员表现的影响。此外，结果表明，对等社交媒体使用对B2B销售人员社交媒体使用和以价值为导向的勘探/主动维修关系具有积极的培养效果。

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