Embracing ambiguity: the unspoken key to sales success
Authors: Mulki Jay P. , Kamath Divakar 
Published: December 2024

PurposeTolerance to ambiguity (TOLA) is a personal trait influencing one’s comfort and proficiency in navigating uncertain situations. While the concept of role ambiguity is well-established in sales literature, the broader trait of ambiguity has been largely overlooked in this context. In the dynamic landscape of modern business, uncertainty is a regular phenomenon, and navigating ambiguity is an invaluable skill. While salespeople are celebrated for their customer focus, negotiation skills and product knowledge, their capacity to embrace ambiguity-a skill that could be an important contributor to their success in the diverse global market is rarely studied. This study contributes by linking a salesperson’s TOLA and two well-established dimensions of emotional intelligence to adaptive selling behavior. Using responses from a sample of 209 employees of financial institutions in a large metropolitan city in India, this study shows that TOLA, understanding others' emotions and regulation of emotions positively influence a salesperson’s adaptive selling behavior. Further, results also point out that TOLA moderates the relationship between understanding other emotions and adaptive selling. To our knowledge, this is the first study that has explored the link between these two important skills of salespeople, thus extending TOLA as a critical construct to the sales field. Managerial implications and directions for future research are provided.Design/methodology/approachUsing responses from a sample of 209 employees of financial institutions, a model was tested using structural equation modeling. A measurement model was used to assess the validity of the scales used in the study. A confirmatory factor analysis (CFA) was conducted using AMOS 28 with the scale items for understanding other’s emotions (UOE), regulation of emotions (ROE), adaptive selling behavior (ADPS), job performance (JOBP) and three mean-centered dimensions of the TOLA scale. A structural equation model was run using AMOS 28 to test the relationships among variables.FindingsThe study results show that TOLA has a strong positive relationship with adaptive selling. Further, results show that TOLA acts as a moderator in the relationship between understanding others’ emotions, a fact of emotional intelligence and adaptive selling behavior.Research limitations/implicationsTo our knowledge this is the first study that explored the link between TOLA and adaptive selling, a critical predictor of sales performance. While the concept of role ambiguity is well-established in sales literature, the broader trait of ambiguity has been largely overlooked in this context. By establishing the link between these two important skills of salespeople, this study extends the concept of TOLA as a critical construct to the sales field.Practical implicationsStudy results validate the important role of TOLA on salesperson’s ability to use adaptive selling behavior which is critical for sales performance. This study highlights the different ways sales professionals who possess a high TOLA can benefit. Field sales managers can play a crucial role in fostering a TOLA culture in the sale team and help leverage the relationship between TOLA, emotional intelligence and adaptive selling. By integrating qualities of TOLA into recruitment and training, managers can create a sales team that is not only effective in navigating uncertainties and thrive in dynamic and competitive business environments.Originality/valueIn sales settings, the concept of role ambiguity is well-established, but the broader trait of ambiguity has been largely overlooked and has rarely been part of sales research. A recent review of 15 studies on TOLA shows that almost all the studies used student samples and only a handful of them were done in organizational or sales settings. The current study aims to fill the gap in sales research by exploring how TOLA influences adaptive selling, one of the critical constructs in sales research.