The purpose of this study was to establish if a sales manager's leadership style could influence a salesperson's selling behavior to effectively align their selling approach in a buyer-seller exchange. Transformational and transactional leaders have the ability to affect the selling behavior of their salespeople. The research was nonexperimental quantitative study that used survey monkey to collect the data from Canadian mortgage brokers to determine if a transformational or transactional leadership style affected their selling or customer orientation. The significance of the study is that it may provide virtual managers with new insights on how to effectively support their salesperson's performance and assist in guiding their team's behavior so that salespeople can effectively align their sales approach within the buyer and seller exchange. The findings from the data collected suggested there was no relationship between a sales manager's leadership style and the salesperson's customer orientation.
|Adviser||Ervin L. Caraballo|
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