Salesforce responsive roles in turbulent times: case studies in agility selling

Purpose Salespeople are at the forefront of external environment where they act as first responders to critical events and their resulting business turbulence. How salesforce responds turbulence is, therefore, great interest both theoretically in practice. The paper aims rekindle agility selling, which is most adequate behavioral sales model exploit environmental uncertainty. Design/methodology/approach An organizational autoethnography complemented with data from in-depth interviews key salespeople involved resulted development eight case studies. Findings use selling through four possible responsive roles. They amplify, innovate, cooperate or mitigate its ensuing opportunity minimize negative effect for supplier customer. article enhances by putting three core abilities forefront: (1) forecasting events, (2) responding changes quickly adequately (3) exploiting opportunities. Research limitations/implications argues that cause must deal before it hits dyad. Agility represents an untapped research business-to-business sales, management, well within overall agile organization. Practical implications Sales organizations would greatly benefit implementing training selling’s because responsiveness a valuable tool times Originality/value study empirically demonstrate existence selling.