Author(s): Bidisha Banerjee, Saswat Barpanda
This research paper investigates the interplay between self-leadership, sales performance, proactive behavior, and organizational citizenship behavior (OCB). Drawing upon existing literature in organizational psychology and sales management, the study employs a serial mediation model to explore the sequential impact of self-leadership on sales performance through the mediating roles of proactive behavior and OCB. A theoretical serial mediation model was developed to examine the proposed relationship. The hypotheses were tested using regression analysis with bootstrapping. In total, 120 sales professionals participated in this study.The findings reveal a significant positive association between self-leadership and sales performance, providing empirical support for the notion that individuals who exhibit higher levels of self-leadership are likely to achieve superior sales outcomes. Further analysis uncovers the serial mediating effects of proactive behavior and OCB in this relationship. Proactive behavior is identified as an intermediate mechanism through which self-leadership positively influences sales performance, emphasizing the importance of initiative-taking and anticipatory actions in the sales domain. Moreover, organizational citizenship behavior is also established as an additional independent mediator, underscoring the role of discretionary, extra-role behavior in enhancing sales performance. The research contributes to the existing literature by elucidating the sequential nature of these mediating mechanisms, shedding light on the nuanced pathways through which self-leadership influences sales outcomes. Practical implications for sales management and organizational development are discussed, offering insights for fostering self-leadership, proactive behavior, and OCB to optimize sales team performance. The findings of this study contribute to a deeper understanding of the psychological and behavioural dynamics that drive sales success, providing a foundation for future research and managerial interventions in the field of sales leadership and performance.