Pharmaceutical sales performance A proposed study measuring behavioral aspects of self-efficacy as compared to general self-efficacy

Purpose - To date, a general self-efficacy concept has been the standard model for prediction of sales performance, and there has yet to be a published study that combines the three variables: sales performance, self-efficacy, and sales communication behaviors. It is proposed that a model which takes into account the behaviors of getting, giving, using, and planning, and the self-efficacy of these behaviors, will be a better predictor of sales performance in sales representatives. Design/methodology/approach - This study used a sampling of 110 pharmaceutical sales representatives to measure general self-efficacy, specific self-efficacy, behaviors, and sales performance. With the data, the research tested nine hypotheses. Findings - The self-efficacy of behaviors such as getting, giving, using, and planning are positively correlated with performance of these behaviors. Increased self-efficacy of behaviors actually proved to decrease performance of those behaviors, yet the increase in behaviors resulted in increased sales performance. Originality/value - The differentiation of specific self-efficacy, with regard to the behaviors of getting, giving, using, and planning, proved to be a superior indicator of sales performance as opposed to general self-efficacy. Although the findings of this study were not what was originally intended, the inverse nature of the results prove that a model of this nature will assist management in predicting and managing levels of productivity within their sales force.