This study aims to verify whether value orientation influences the adaptability to make sales, customer prospecting and cross-up selling among business-to-business (B2B) salespeople and whether these affect perceived salesperson performance.

A structural model based on the literature is proposed and tested using data collected through an online questionnaire from 157 B2B salespeople. The analysis used partial least squares structural equation modeling (PLS-SEM).

The results indicate that value orientation has a direct and positive influence on adaptive sales behavior, customer prospecting and cross-up selling, which suggests that these behaviors directly and positively affect perceived B2B salesperson performance.

The originality of this study is linked to four points. First, it fills a gap in the literature by assessing how value orientation affects the behavior of B2B salespeople. Second, it contributes to the B2B marketing literature by investigating value orientation, a current but still under-researched marketing strategy. Third, it evaluates the perceived performance of B2B salespeople. Finally, it proposes an original structural model that relates under-explored dimensions to the behavior and perceived performance of salespeople in the B2B market.