Selling Process--Stages--Activities--Adaptive Selling

January 1997
Journal of Personal Selling & Sales Management;Winter97, Vol. 17 Issue 1, p80
Academic Journal
This article discusses several articles related to selling processes, published in different journals. According to the article "Situational Risk in Organizational Buying: A Basis for Adaptive Selling," by Michele D. Bunn and Ben Shaw-Ching Liu, published in the journal Industrial Marketing Management, it has long been recognized that perceived risk can have a significant impact on the buying process. This article identifies two aspects of risk in an organizational buying situation as task uncertainty and purchase importance. The authors use these two aspects of risk to conceptualize a two-by-two matrix creating four categories of customer situations. According to the article "Do Closing Techniques Diminish Prospect Trust?," by Jon M. Hawes, James T. Strong and Bernard J. Winick, published in the journal Industrial Marketing Management, it is widely accepted that the ability to be a "good" closer is essential to success in personal selling. However, little research has focused on closing techniques and their impact on buying behavior.


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