The Relevance of Authenticity in Personal Selling: Is Genuineness an Asset or Liability?

TLDR

Salespeople have long been seen as phony and manipulative, yet the profession is shifting toward a customer‑needs focus, and no prior research has examined authenticity in this context. The study evaluates salesperson authenticity and its relationship to performance, professional commitment, and intent to stay in the profession. The study reports findings addressing this gap and offers implications for personal selling and sales management practice and research.

Abstract

Salespeople have traditionally been viewed as phony and manipulative. However, the profession is evolving to become more customer-needs focused. This research is developed to evaluate salesperson authenticity and its relationship to performance, professional commitment, and intent to stay in the profession. To date, no reported personal selling research has specifically explored these variables. This research reports results intended to address this void. Implications for personal selling and sales management practice and research are offered.