Although salesperson information overload is considered to be one of the most important barrier to salesperson performance and a fruitful and healthy buyer-seller relationship formation; surprisingly, it has received minimum scholarly attention. A better understanding of how salesperson information overload impacts selling behaviour and sales performance could help salespersons as well as business organisations to correctly gather, select and use information to strengthen their selling activities.

This study, therefore, intends to offer an in-depth understanding of this important issue and fills an important gap in the literature. Our conceptual model shows that salesperson information overload negatively affects both customer-oriented selling behaviour and relational selling behaviour which in turn reduces sales performance. In addition, the model shows that information overload can moderate the relationship between adaptive selling behaviour and customer-oriented selling behaviour as well as the association between adaptive selling behaviour and relational selling behaviour. Finally, our model also suggests that salesperson information overload negatively moderates the link between customer-oriented selling behaviour and sales performance and the relationship between relational selling behaviour and sales performance.