TITLE

Personal Selling And Transactional/ Transformational Leadership

AUTHOR(S)
Bass, Bernard M.
PUB. DATE
June 1997
SOURCE
Journal of Personal Selling & Sales Management;Summer97, Vol. 17 Issue 3, p19
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Selling and leadership both involve influence, so much of what is known about the new paradigm of transactional and transformational leadership can be suggested for enhancing the effectiveness of selling. Thus, as with transformational leadership, selling will be more effective when salespersons are both emotionally and intellectually appealing as well as considerate of their customers' needs. As with transactional leadership, salespersons will be more effective if they are clear about how the customer profits from concurrence with the salespersons' efforts and ensure that the benefits occur. Effective salespersons arrange to keep up-to-date with the customer's problems and needs. Salespersons can also exert important influence on colleagues inside and outside their firms.
ACCESSION #
9710113465

 

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