EFFECT OF ADAPTIVE SELLING AND SALES AREA DESIGN ON RETAIL BONDS SALES PERFORMANCE WITH SELLING EXPERIENCE AS AN INTERVENING VARIABLE

Abstract

This study examines the influence of adaptive selling and the quality of sales territory design on retail bond sales performance, with selling experience as an intervening variable. The research focuses on sales professionals at Bank Jateng in the Central Java and Yogyakarta regions. Using a purposive sampling technique, 120 respondents were selected to participate in the survey. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) to determine the relationships between variables. The findings reveal that adaptive selling significantly enhances selling experience, which in turn mediates its effect on sales performance. Furthermore, a well-designed sales territory positively impacts both selling experience and overall sales outcomes. This research underscores the importance of adaptive selling practices and strategic sales territory design as critical factors in optimizing retail bond sales performance. The results provide valuable insights for improving sales strategies in banking and financial services.