Toward a framework for mixed-gender selling teams and the impact of increased female presence on team performance: Thought development and propositions

Team selling and the increasing representation of women in the sales force are two current trends contributing to the complexity of managing the sales environment, yet little work exists investigating the impact of women on selling team performance. This paper anchors on cognitive resource diversity theory and integrates relevant prior research to propose a new proposition-driven framework that explains why gender diversity of team members improves team performance. Specifically, we provide evidence to suggest that the addition of females to all-male selling teams should positively impact team performance by reducing the average turnover rate of high performers within the team; by enhancing relational skills, organizational citizenship behaviors, and shared leadership within the team; and by building on the favorable effects associated with team heterogeneity. We also consider the moderating effects that potentially deeply ingrained connections among members of all-male teams may have on changes in team gender composition, as well as the importance of a culture of organizational inclusion on the favorable effects of team heterogeneity overall. Managerial implications of increased female presence on teams are proffered, along with suggested next steps in research and limitations of the present conceptualization.