TITLE

The Accuracy of Salespersons' Perceptions of their Customers: Conceptual Examination and an Empirical Study

AUTHOR(S)
Lambert, Douglas M.; Marmorstein, Howard; Sharma, Arun
PUB. DATE
January 1990
SOURCE
Journal of Personal Selling & Sales Management;Winter90, Vol. 10 Issue 1, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on the accuracy of salespersons' perceptions of their customers and examines accuracy as an important determinant of the individual salesperson's performance. It also tries to find out predictable relationships between salespersons' characteristics and the accuracy of their perception of their customers. The importance of accurate customer knowledge to sales performance is intuitive. A more accurate understanding of the customer's decision process enables a salesperson to plan and implement a sales strategy, which will produce superior sales performance. It says that accuracy affects the practice of adaptive selling and sales performance. Consequently, sales managers should evaluate the ability of their salespeople to identify customer requirements and provide training to those who need to improve their accuracy. In the article, the salespersons' that participated in sales training displayed significantly better insight into their customers. The findings indicate that salespeople can be taught to acquire knowledge of their customers. Sales management policy should recognize that the accuracy of salespersons' perceptions affects more than short-term sales performance.
ACCESSION #
6653265

 

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