Anpassungsfähigkeit im Vorgehensmodell des persönlichen Vertriebs – eine kritische Analyse zur Bedeutung von agilen Methoden am Beispiel von Dienstleistungsunternehmen

Service-oriented companies, such as banks and insurance firms, operate in increasingly volatile and complex environments. Within this context, sales functions play a critical role as they serve as the interface between customers, partners, and the organization. Sales teams must continuously adapt to new external conditions, respond swiftly to changes, and align their activities with customer needs. In the scientific literature, agility is recognized as a key concept for adaptability and responsiveness, enabling organizations to remain competitive in dynamic conditions. However, research on agility in personal sales remains in its early stages. Specifically, there is a lack of understanding regarding the processes, routines, and structures through which agility—and consequently adaptability and responsiveness—are developed and sustained.

This study employs a qualitative, exploratory research design within the insurance sector to investigate how personal sales teams manage change and the role that agile methodologies can play in this process. A total of 24 expert interviews with insurance agents and sales professionals provide insights into current challenges, operational personal sales practices, and the significance of adaptability, as well as the potential impact of agile methods on personal sales.

The findings indicate that personal sales face multiple challenges, including digitalization and the increasing importance of social media as a sales and marketing channel. Furthermore, the empirical evidence suggests that sales activities are primarily geared toward building and developing customer relationships, where adaptability plays a crucial role. This is particularly relevant in responding to evolving customer needs, fostering relationships under dynamic conditions, and advancing sales practices and concepts from both a technological and procedural perspective. Empirical data also underscores that adaptability is essential for effective sales operations, extending beyond direct customer interactions to other aspects of daily sales work.

The use of agile methods complements situational, reactive adaptability by providing a structured approach to managing change, thereby enhancing the overall agility of sales functions.