(The Mediating Role of Sales Creativity in the Effect of Transformational Leadership on Sales Performance in the Context of Group Goals)

Abstract

Purpose – The main purpose of this paper is to understand the effect of creativity on sales performance and its mediating effect between goal-oriented leadership style and performance. Design/methodology/approach – First, a literature review on leadership and sales creativity concepts was conducted. Then, these concepts were examined with the help of the survey data collected via the scales accepted in the literature and hypothesis tests were performed on the structural model. Findings – Result show that creativity has a positive effect on sales performance and is a full mediator between goal-oriented leadership and sales performance. Managerial implications and suggestions for future research were also presented. In this context, the attitudes of the leaders towards sales teams can be effective in revealing the creative characteristics of the sales staff as a role model. Discussion – Sales managers and salespeople are dealing with an increasingly complex work environment more than ever. Salespersons must collaborate, coordinate their contacts with customers, and offer creative solutions to customers while pursuing their goals with their sales organization.