Knowledge of Customers' Customers as a Basis of Sales Force Differentiation

Smith, Daniel C.; Owens, Jan P.
June 1995
Journal of Personal Selling & Sales Management;Summer95, Vol. 15 Issue 3, p1
Academic Journal
With the trend toward closer buyer' supplier relationships, suppliers are increasingly challenged to identify ways to differentiate their salespeople as "business partners. In this paper, we propose that knowledge of customers customers can provide suppliers with such a basis of differentiation. The foundation of this basis of differentiation is end-user market research. To help direct these investments and to allow salespeople to leverage this basis of differentiation, we undertook a study designed to identify factors that distinguish buyers who are highly interested from those that are less interested in sourcing from a supplier that possesses a high degree of end-user knowledge.


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