All Salespeople are (not) Created Equal: Customers’ Views on a Creator, a Getter, and a Taker

Mohamed Sobhy Temerak, Milena Micevski, Selma Kadic-Maglajlic, Zoran Latinovic

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review


Although the idea of classifying sales jobs is around for some time, literature typically makes recommendations to managers that refer to the “generalist” salesperson. However, sales practice has advanced significantly away from such a generalization, developing more specific types of sales jobs, from order-takers to more complex order-getters and order-creators. While all three categories fall into the general sales jobs, the job demands vary substantially, as well as the resources needed to perform the everyday tasks of these job types. This means that recommendations related to sales “generalist” may not fully apply to any of these sales job types. To understand the differences between the demands and personal resources required for customer success in different sales jobs, this study uses job demands-resource theory (JD-R) to examine how perceived helpfulness influences customers’ satisfaction and loyalty, and the role of emotion regulation in sales encounters when customers are faced with order-takers, order-getters, and order-creators. To test this, we present a series of studies involving a total of 270 B2B customers. We find that helpfulness and regulation of emotion have different direct and interactive effects on customer satisfaction, and ultimately on customer loyalty across the three different types of sales jobs.
Original languageEnglish
Publication date2023
Publication statusPublished - 2023
EventAMS 2023 Annual Conference - New Orleans, United States
Duration: 17 May 202319 May 2023


ConferenceAMS 2023 Annual Conference
Country/TerritoryUnited States
CityNew Orleans
Internet address

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