Socio-cultural values and vendor performance

The purpose of this work is to measure the influence of socio-cultural values on the performance of salespeople, particularly insurance salespeople. To achieve this objective, a review of the literature on the culture and performance of salespeople was conducted. It identified both the social and cultural values of salespeople that may influence their behavior. A survey of a sample of insurance salespeople was used to verify these relationships. It was found that the socio-cultural values of the salespeople partially influence their performance. Similarly, the analyses show that a winning company is one that adapts to the context, initiates responsible behavior in its salespeople, and motivates its staff through a clear remuneration system and career profile. In addition, the mastery of the salespeople’s own values (training, culture, individualistic/collectivist character, etc.) should lead managers not to base their evaluation exclusively on results in terms of sales volume and revenue generated, but to combine the qualitative aspects linked to their deployment.