MWESIGE Richard
Makerere University Business School, Kampala Uganda/Moi University, Eldoret, Kenya
rmwesige@mubs.ac.ug
BONUKE Ronald
Moi University, Eldoret, Kenya
bonukeronald66@gmail.com
SITUMA Claire
Moi University Eldoret, Kenya
situmaclare@yahoo.com
ABSTRACT
Despite extensive research on salesperson performance, insurance salespersons continue to report low
performance; and this has called the attention of scholars, practitioners and policymakers. This study presents
empirical data that promises to resolve the conundrum surrounding the choice between recruiting unskilled
salesperson in need of training and hiring skilled salesperson who possesses analytical, categorization, and
classification abilities. The study investigated the association between lead qualification skills and salesperson
performance among salespeople in the insurance industry in Uganda, utilizing categorization and expectancy
theories as theoretical foundations. The study employed a positivistic paradigm and an explanatory design.
Primary data was collected through self-administered questionnaire from a sample of 328 licensed insurance
salespersons. The sample was determined using proportionate stratified simple random technique. The study
reveals a strong positive and statistically significant link between lead qualification skills and salesperson
performance, and concludes that improved performance of salespeople is influenced by the possession of lead
qualification skills. The study recommends that insurance firms should recruit skilled salespeople and conduct
comprehensive interviews and assessments of their skills, and that future studies should test the proposed model in a different country using a mixed-methods approach with a longitudinal design to verify the results.
Keywords: Salesperson performance, lead qualification skills, Ugandan insurance firms