Two relational communication traits, communication ap prehension and interaction involvement, are investigated within an adaptive selling framework to assess their im pact on salesperson adaptiveness and sales performance. Using a sample of 239 insurance salespeople, results demonstrate that salespeople exhibiting lower levels of communication apprehension are more highly involved in communication interactions, and higher involvement fa cilitates increased adaptiveness and sales performance. This research highlights the importance of effective com munication within sales interactions and offers sugges tions to improve salesperson communication skill.
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