Training Implications of Salesperson Influence Strategy

Harris Jr., Clyde E.; Spiro, Rosann L.
March 1981
Journal of Personal Selling & Sales Management;Spring/Summer81, Vol. 1 Issue 2, p10
Academic Journal
Any company can use the same techniques to uncover and identify the types of influence strategy mixes used by its salespeople under varying environmental cues. Relating this information to sales and performance reports for each salesperson will enable the company to identify which combinations are the most successful strategy mixes. Once identified, these strategies and the corresponding environmental cues can become the basis of training designed to increase the effectiveness of the salesperson persuasive attempts. Although the training system depicted in Exhibit V approached the training problem from the standpoint of the new man, all salespeople can benefit from this type of training. In particular, experienced salespeople can also benefit from the identification, review, and practice of influence strategies. As Leavitt learned, "a tailored presentation" builds customer confidence and reduces purchasing risk.


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