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

Lambert, Douglas M.; Marmorstein, Howard; Sharma, Arun
January 1990
Journal of Personal Selling & Sales Management;Winter90, Vol. 10 Issue 1, p1
Academic Journal
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.


Related Articles

  • Segmenting the sales force. Grapentine, Terry // Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p29 

    Successful firms segment a market and tailor marketing strategies to attract the most profitable customers. Sales organizations can also be more efficient in attracting and nurturing their most promising reps if they formally categorize the sales force along issues related to future sales...

  • Review and assessment of past empathy scales to measure salesperson's empathy. Delpechitre, Duleep // Journal of Management & Marketing Research;May2013, Vol. 13, p1 

    The impact of the salesperson's empathetic ability has been researched over the years by many different researchers. Although many researchers have found that empathy has a positive effect on salesperson's performance and success, some researchers have found that empathy has no effect on sales...

  • Are we looking at the right numbers? Snow, Lawrence // Contractor Magazine;Sep2006, Vol. 53 Issue 9, p76 

    The article offers a method of tracking the performance of sales people. The method takes into consideration figures like number of leads, closing percentage, average per sale and average gross profit unlike the old method wherein only the total sales is used to monitor performance. With such...

  • Put your marketing to the test and see how you're doing. Graham, John // Enterprise/Salt Lake City;3/7/2011, Vol. 40 Issue 33, p11 

    The author reflects on how self-marketing strategies and testimonials fare in a truth test. The fastfood industry was used as a case in point to determine if a marketing personnel can solve perceived problems for customers. Questions concerning buying behavior and how products or services stand...

  • "Further Evidence of Public and Private Meanings: Moving from Possessions to Brands". Campbell, Jr., Richard M.; Howard, Dennis R. // Advances in Consumer Research;2005, Vol. 32 Issue 1, p239 

    An abstract is presented for the article "Further Evidence of Public and Private Meanings: Moving from Possessions to Brands," by Richard M. Campbell Jr. and Dennis R. Howard.

  • Guruholics Anonymous.  // NZ Marketing Magazine;Apr2004, Vol. 23 Issue 3, p39 

    Presents an article on being a marketer. Reasons for pursuing a marketing degree; Factors that attract people to become a marketing guru.

  • Boost Your Sales. Groene, Leslie // Sales & Service Excellence Essentials;Apr2011, Vol. 11 Issue 4, p10 

    The article reports on the basic strategies for sales growth which include the prospecting of new customers, the use of effective selling which will maintain and grow the market share, and the assistance to salespeople in the adoption of the new selling solutions.

  • Joint Assessment of Optimal Sales Force Sizes and Sales Call Guidelines: A Management-Oriented Tool. Darmon, RenĂ© Y. // Canadian Journal of Administrative Sciences (Canadian Journal of;Sep2005, Vol. 22 Issue 3, p206 

    Sales force sizing and sales effort allocation methods vary from simplistic rules of thumb to sophisticated analytical procedures. The former methods are easy to understand and implement, but they are typically inaccurate and probably invalid. The latter procedures may provide more accurate and...

  • Don't pump up the volume. Luby, Mike // Medical Marketing & Media;Jun2006, Vol. 41 Issue 6, p8 

    The article focuses on the importance of setting a metrics on sales force quality of pharmaceutical companies in the U.S. The author emphasizes the need for sales personnel to be flexible in providing physicians what they need. By measuring the factors, companies can determine how to improve...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics