Unlocking sales potential: the influence of technology self-efficacy and lead qualification skills on adaptive selling behavior of salespersons in Uganda’s insurance firms

Abstract

In the competitive landscape of the Ugandan insurance industry, salespersons’ effectiveness in adapting strategies to meet customer needs is crucial. This study explores the moderating role of Technology Self-Efficacy (TSE) in the link between salesperson Lead-Qualification Skills (LQS) and Adaptive Selling Behaviour (ASB). This was a cross-sectional quantitative study involving structured questionnaires distributed to 364 licensed salespersons across various insurance firms in Uganda. Data were analyzed through correlation and regression analyses, employing the Hayes Process Macro to assess moderation effects. The results showed that both the LQS and TSE had a strong positive association with ASB. Multiple regression analysis indicated that both the LQS and TSE significantly relate to ASB. TSE was found to moderate the relationship between LQS and ASB, enhancing salespersons’ effectiveness in adapting their strategies. This study advances our knowledge of adaptive selling within the Ugandan insurance sector by emphasizing the significance of the LQS and the TSE. It advocates that insurance firms invest in training programs that develop these competencies, ultimately improving salespersons’ ASB in a rapidly evolving marketplace.