Salesforce socialization revisited: A search for salient constructs

In light of increased competition and escalated importance of maintaining and extending relationships between businesses, salespeople's ability to represent an organization effectively is more important than ever. Socialization is often an overlooked vehicle for instilling in salespeople organizational values and behaviors necessary to represent an organization effectively. To enhance understanding of various aspects of socialization, this article reports the results of a study that examines three major models of socialization as predictors of key salesperson outcomes. Findings suggest that a combination of variables from the stages, tactical, and content socialization models best predict organizational commitment, job satisfaction, performance, and intention to quit. Congruence, organizational values and goals, and initiation to task were among the more salient predictors or outcomes. The need to explore a reassessment of socialization constructs and refinement of measures is highlighted, as well as implications fir sales managers.