TITLE

BUYERS' PERCEPTIONS OF SALESPERSON TACTICAL APPROACHES

AUTHOR(S)
Delvecchio, Susan K.; Zemanek, James E.; McIntyre, Roger P.; Claxton, Reid P.
PUB. DATE
January 2003
SOURCE
Journal of Personal Selling & Sales Management;Winter2002-2003, Vol. 23 Issue 1, p39
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
At the strategic level, the role of the industrial salesperson has been described as managing a portfolio of different buyer-seller relationships. This study identifies specific sales tactics (i.e., customer-focused, competitor-focused, or product-focused) that support the development of these strategic relationships. Data gathered from a national sample of industrial buyers was used to examine the differential effects of three sets of selling techniques. These differences tend to be contingent on the buyers' position within that firm. When a buyer occupies a higher level of authority within his or her firm, customer-focused approaches tend to garner higher responsiveness ratings.
ACCESSION #
10085388

 

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