Role of supervisor support, CCM approach and salesforce performance in service selling

AbstractService organizations engage salesforce for strategic profitability by investing in building their skills and supporting them to face new competitive world challenges. This study explored the impact of coaching, counselling and mentoring (CCM) on salesforce performance, with the mediating role of supervisor support in the service sector. This study used a structured questionnaire, through convenience sampling, to collect data from 204 commercial services sector salesforce employees based on a quantitative research strategy. Multivariate analysis was conducted through the Hayes Process Macro (Model‐4), taking into account all the assumptions. The results showed that supervisory support partially mediates CCM with salesforce performance. Therefore, service organizations should follow human resource development principles and motivate new salesforce employees to become team members of existing teams for fast learning and understanding of workplace environments. This study explored three pillars of training and development from a performance perspective in the service sector. As salesforce is becoming a strategic asset, a sound employee evaluation system is required after providing training because rewards or appreciation are needed to align with its vision for gaining a competitive advantage.