TITLE

Adaptive Communication: The Adaptation of the Seller's Interpersonal Style to the Stage of the Dyad's Relationship and the Buyer's Communication Style

AUTHOR(S)
Miles, Morgan P.; Arnold, Danny R.; Nash, Henry W.
PUB. DATE
January 1990
SOURCE
Journal of Personal Selling & Sales Management;Winter90, Vol. 10 Issue 1, p21
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on a normative model that describes how sellers might adapt their communication style to best fit the buyer's primary interpersonal communication style and the relevant stage of the exchange relationship. It is proposed in the article that "communication style" is a significant variable in the dyadic relationship. It is also suggested that a seller attempting to sell to a task-oriented buyer must adapt to a task oriented communication style to be successful. A seller cannot typically successfully adapt a self-oriented style in any of the accessed situations, unless the seller functions as a monopoly. When selling to either a self or interaction oriented buyer, a seller should generally adopt a communication style which is primarily interaction oriented, but also incorporates enough task orientation to instill in the buyer confidence that the buying organization's minimum procurement objectives would be met. The focus of the relationship would suggest that a potential seller should typically adopt a task oriented communication style.
ACCESSION #
6653273

 

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