Differences In the Importance of Selling Techniques Between Consumer and Industrial Salespeople

Abstract

The techniques involved in the personal selling process have been well documented in numerous sources over the years, but little research-based guidance has been provided to aid professional salespeople in the implementation of such techniques. The purpose of this research study is to examine the importance of 84 selling techniques, and cite the similarities and differences between consumer and industrial salespeople. The results indicate that consumer salespeople tend to rely more on other people, community contact, and standardized sales presentations than do industrial salespeople, while the latter rely more on company-supplied resources and partially standardized presentation styles.     

Selling & Sales Management in Action: Using the Journal of Personal Selling & Sales Management As A Teaching Aid

Abstract

Although much marketing literature exists pertaining to whether products should be marketed differently from services, little attention has focused on whether product selling differs from service selling. This article reports the results of an empirical investigation that examined whether salespeople selling industrial products use different selling techniques than those selling services. The results suggest that product sales personnel prefer techniques that can use tangible aspects of the product to advantage, while service sales personnel prefer techniques that stress the personal assistance of customers. The implications of the results are also presented.     

Drivers and outcomes of salespersons’ value opportunity recognition competence in solution selling

Abstract

In B2B markets, firms seek to provide customer solutions instead of merely selling goods or services. As boundary-spanners, salespeople are pivotal for implementing this strategic shift. Yet, extant literature provides limited insights into salesperson’s resources and competencies required for customer solutions, particularly in the early phases of solution selling. This research focuses on salesperson’s value opportunity recognition competence (VOR), which is a central requirement for salespeople to be able to navigate the early phases of solution selling. Analyzing large-scale, multi-level data of 799 salespeople and their respective sales managers in 29 sales organizations, the authors investigate the role of different salesperson resources and work environment characteristics for strengthening their VOR. The authors find that salespeople need both customer and technical knowledge, but customer knowledge is more important. Salespeople also can substitute individual technical knowledge with strong internal relations, but strong customer relations are no substitute for individual knowledge about customers’ business models and processes. Formalization turned out to be a double-edged sword in the context of VOR development, while transformational leadership has positive effects only. The findings bear concrete implications for improving the selection, training, and work environment of solution salespeople.     

Market and Customer Analysis for Sales Management

Abstract

The application of market and customer analysis to selling is discussed in this article. Four instruments were devised and used with three companies in order to improve the performance of their salespeople. While the needs of salespeople vary according to the company and the industry, these instruments can form the basis for organizing the activities of salespeople.     

The Selling Situation as a Moderator of the Personality-Sales Performance Relationship: an Empirical Investigation

Abstract

The lack of consistent success in using personality traits to predict the performance of salespeople is attributed to the cross-sectional nature of previous research. In this study, greater predictive accuracy and explanatory power is achieved when the selling situation is used as a moderating variable. The results are presented and the implications for sales force management and future research are considered.     

Product Innovativeness,Customer Newness,and New Product Performance: A Time-Lagged Examination of the Impact of Salesperson Selling Intentions on New Product Performance

In this time-lagged study, we illuminate the role of the sales force in new product introductions by examining the impact of salespeople’s selling intentions on new product performance. Survey responses from 439 salespeople selling one product and 362 salespeople selling a second product suggest that salespeople’s selling intention is a key mediating variable. In particular, product innovativeness has a positive impact and customer newness has a negative impact on new product performance. However, both variables work indirectly through salespeople’s intention to sell new products. We conclude with managerial implications of our fi ndings and directions for future research.     

A Framework for Classifying Concepts of and Research on the Personal Selling Process

Abstract

A parsimonious conceptual framework is presented to facilitate organization and comparison of the various approaches to personal selling. Implications for managers and researchers, as well as suggestions for future directions in personal selling research, are discussed.     

Evaluation of Selling Performance: A Study of Current Practices

Abstract

Performance evaluation of salespeople is particularly important in this era of escalating costs and concern with productivity. This study of 213 sales executives indicated that sales managers tended to rely on qualitative bases for evaluation, used only a narrow set of quantitative bases, and evaluated salespeople over only a narrow range of selling activities. Suggestions for improving performance evaluation are provided. Findings of the study indicate that salesforce evaluation procedures utilized in practice differ from those provided in the sales management literature.     

Relationship Development in Selling: A Cognitive Analysis

Recent research has suggested that trust and relationship-building contribute to the effectiveness of salespeople. This paper reviews the literature on the cognitive selling paradigm and the influence of knowledge structures on the relationship-building process. Next, two recent studies (Anglin 1990; Szymanski 1987) which investigated knowledge, relationship development, and sales performance are reviewed. The findings from these studies imply that a fundamental difference may exist in the manner in which higher and lower performing salespeople perceive the selling process. Higher performers placed greater emphasis on establishing “trust” and also preferred to find out information about the prospect before reciprocating with information about themselves. Lower performers, on the other hand, preferred to disclose information about themselves before obtaining personal information about the prospect.     

A Scale for Source Credibility; Validated in the Selling Context

Abstract

Contributions from the research include: (1) the development of a validated scale to measure the perception of source credibility in personal selling; (2) understanding the underlying dimensions of the perception of source credibility in the selling context; (3) identification of the Sociability factor for the first time in source credibility research; and (4) recognition of the credibility implications associated with salesperson's title.     

An Empirical Study on the Impact of Two Types of Goal Orientation and Salesperson Perceived Obsolescence on Adaptive Selling

Adaptive selling is widely deemed as an important characteristic leading to success in personal selling. This research focuses on the way that both learning goal orientation and proving goal orientation influence a salesperson’s adaptive selling through their influence on salesperson perceived obsolescence. A sample of insurance salespeople provide data and structural equation modeling tests a theoretical model linking goal orientation to adaptive selling. The results demonstrate that a strong learning goal orientation promotes adaptive selling. In contrast, a salesperson’s degree of proving goal orientation relates negatively to adaptive selling. In addition, a learning goal orientation reduces perceived obsolescence, whereas a proving goal orientation promotes perceived obsolescence. Perceived obsolescence detrimentally affects adaptive selling, however, direct effects of goal orientation persist even given the significant role of obsolescence.     

Approach or avoid? The effect of regulatory focus on consumer behavioural responses to personal selling attempts

While salespeople use adaptive influence tactics in interactions with consumers, consumers can act as goal-oriented individuals attempting to manage those interactions. Prior research has documented a repertoire of consumer response behaviours, but little is known about the motivational forces. The present research examines the effects of regulatory focus on consumer behavioural tendencies in response to personal selling attempts. The findings suggest that the more promotion-focused consumers are more likely to engage in goal-seeking behaviours. This research not only addresses a void in the literature, but more importantly, sheds light on motivational antecedents driving consumer behaviours in customer–salesperson interactions.     

An Empirical Investigation of Critical Success Factors in the Personal Selling Process for Homogenous Goods

This study uses a Critical Success Factor approach to evaluate a representative set of 51 selling techniques with the intent of determining what techniques are more critical to sales success for salespeople who sell homogenous products than others and what techniques are associated with failure. A set of twelve techniques were identified that distinguished salespeople in the top decile from those in the bottom decile.     

Increasing Sales Productivity by Getting Salespeople To Work Smarter

Recent research indicates that sales productivity can be substantially improved if salespeople place more emphasis on an aspect of working smarter, i.e., practice adaptive selling. This paper suggests ten approaches that sales managers can use to improve sales performance by encouraging and assisting their salespeople to practice adaptive selling.     

Sales Training: Salespeople's Preparedness and Managerial Implications

Abstract

Salespeople use a variety of selling techniques in their jobs. Little published research, however, has examined how adequately sales training programs prepare sales personnel to employ these techniques. This paper reports the results of a survey that focused on salespeople's adequacy of preparation to utilize various sales techniques. The results of the study lead to several managerial implications about how to improve sales training programs.     

Salesperf: The Salesperson Service Performance Scale

Delivering outstanding service quality is essential to corporate success, and salespeople play a critical role in delivering high-quality service as boundary spanners between customers and the organization they represent. Given the importance of salesperson service performance, the SALESPERF scale was adapted from the service quality literature and developed for use in a personal selling setting. A sample of 116 customers evaluated the service performance of their sales representative for a newspaper publisher. Exploratory analysis and confirmatory factor analysis were used to develop a unidimensional scale. Convergent, discriminant, and predictive validity for SALESPERF were supported. Finally, implications regarding how salespeople may provide superior service and future research avenues are discussed.     

Alcohol Abuse in the Sales Force

Abstract

Much of the literature on the problem of alcohol abuse in the nation and in the work place implies that salespeople should be particularly susceptible to problem drinking. Most discussion of alcohol abuse by salespeople has been anecdotal and speculative in nature, however, and little empirical research has been reported to support the anecdotes and speculations. This study examines the problem of sales force alcohol abuse and reports the findings of a nationwide survey of field sales managers concerning the extent of this problem in the nation's sales forces, the methods of dealing with alcohol-abusing salespeople, and factors related to problem drinking in the sales force. Implications for sales managers, sales management educators and trainers, and researchers in the field of sales and sales management are also discussed.