Training Implications of Salesperson Influence Strategy

Abstract

Salespeople attempt to influence their customers in different ways. Depending upon the situation, some of their influence attempts are more successful than others. Therefore, salespeople should be trained to recognize key differences in the situations they face and to use those influence strategies which seem to be the most effective in dealing with the particular situations. This article identifies several types of influences used by salespeople, empirically validates their use, suggests some specific training implications related to influence attempts, and offers an operational framework within which the training may be conducted.     

The Influence of Personal Variables on Salesperson Selling Orientation

Customer oriented selling, defined as practicing the marketing concept at the level of the individual salesperson and customer (Saxe and Weitz 1982), is important in selling situations yet has received relatively little attention from marketers. As such, job tenure, gender, organizational commitment, work involvement, and supervisory support are all examined as potential antecedent variables to customer oriented selling. The study, conducted on two different samples of sales personnel, revealed that organizational commitment is significantly related to selling style. However, the significance of the other variables differed among these two groups, suggesting that the antecedents of a customer oriented selling approach may indeed be product/service specific, job specific, or some combination thereof.     

A Framework of Technology Mediation in Consumer Selling: Implications for Firms and Sales Management

Firms regard technology as a strategic tool to enhance sales effectiveness, improve customer service, and reduce costs. Within the context of sales technology, the focus of the paper is on the effect of technology mediation in consumer selling environments. Extant research has typically been at a micro-level and concentrated in two distinct areas: (1) salesperson adoption of sales technology and its effect on salespeople’s performance and (2) consumer adoption of technology and the use of technology in decision making. The paper examines the simultaneous effect of technology-mediated selling on both salespeople and consumers, at both micro- and macro-levels.     

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.     

For Better and For Worse: Differential Susceptibility to Environmental Influences

ABSTRACT— Evidence that adverse rearing environments exert negative effects particularly on children presumed "vulnerable" for temperamental or genetic reasons may actually reflect something else: heightened susceptibility to the negative effects of risky environments and to the beneficial effects of supportive environments. Building on Belsky's (1997, 2005) evolutionary-inspired proposition that some children are more affected—both for better and for worse—by their rearing experiences than are others, we consider recent work on child vulnerability, including that involving measured genes, along with evidence showing that putatively vulnerable children are especially susceptible to both positive and negative rearing effects. We also consider methodological issues and unanswered questions in the differential-susceptibility equation.     

Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context

Only recently has research interest in relationship marketing and customer loyalty converged in the retail context. Although this research shows that relationship customers maintain their primary loyalty to the salesperson, which then “spills over” and affects loyalty to the store, other research suggests that salesperson loyalty has direct effects on store-level outcomes, such as spending and word of mouth. However, this has not been comprehensively investigated, and relationship researchers have specifically called for research examining the effects of salesperson and store loyalty on store-level outcomes. Our research addresses this call, and shows that in an upscale retail context a relationship customer's loyalty to the salesperson is significantly related to store loyalty as well as the important store-level outcomes of share of purchases, word of mouth and competitive resistance.     

Stigmatized‐Identity Cues: Threats as Opportunities for Consumer Psychology

In their review of the literature on stigmatized‐identity cues, Chaney, Sanchez, and Maimon (2019—this issue) summarize evidence that stigmatized‐identity threat and safety cues drive consumer behavior through their effects on consumers’ inferences about the company's ideology and their consequential impact on feelings of belonging. The authors also identify various factors that moderate the relationship between these identity cues and consumers’ belonging perceptions. In our commentary, we identify future research opportunities by: (a) encouraging efforts to broaden the proposed framework to account for stigmatized identities defined in terms of consumption activities, (b) highlighting concepts and relationships that may require re‐examination or deeper understanding, and (c) proposing additional consumer behaviors that punish or reward companies that use stigmatized‐identity threat and safety cues, respectively.     

The Sticky Anchor Hypothesis: Ego Depletion Increases Susceptibility to Situational Cues

Self‐control depletion has been linked both to increased selfish behavior and increased susceptibility to situational cues. The present research tested two competing hypotheses about the consequence of depletion by measuring how people allocate rewards between themselves and another person. Seven experiments analyzed behavior in standard dictator games and reverse dictator games, settings in which participants could take money from another person. Across all of these experiments, depleted participants made smaller changes to the initial allocation, thereby sticking closer to the default position (anchor) than non‐depleted participants. These findings provide support for a “sticky anchor hypothesis,” which states that the effects of depletion on behavior are influenced by the proximal situational cues rather than by directly stimulating selfishness per se. Copyright © 2017 John Wiley & Sons, Ltd.     

Cognitive And Self-Regulation Aspects Of Perfectionism And Their Implications For Treatment: Introduction To The Special Issue

The current article provides an overview of the papers included in this special issue on the cognitive and self-regulation aspects of perfectionism and their implications for treatment. Themes expressed in these papers include the association between perfectionism and deficits in cognitive self-management, the significant link between distress and automatic thoughts reflecting the need to be perfect, the importance of examining mediators and moderators of the association between perfectionism and psychological distress, and the specific role of perfectionism in suicidal tendencies and self-harm. It is also argued that certain core features of perfectionism and its associated correlates tend to impede treatment progress. Central factors associated with perfectionism that have a deleterious impact on treatment progress include the fear of failure and fear of embarrassment and exposure, a punishing orientation toward the self, pessimism and hopelessness about the possibility of recovery, and a rigid adherence to unrealistic goals and standards, including goals for treatment and recovery. We describe case studies illustrating treatment resistance among perfectionists and we reiterate the growing need for empirical research on the efficacy of clinical interventions designed for perfectionists. This article was supported by major research grants from Health Canada and the Social Sciences and Humanities Research Council (SSHRC) of Canada to the first two authors, and a Canada Research Chair in Personality & Health awarded to the first author.     

Salesperson Selection,Training, and Development: Trends,Implications, and Research Opportunities

Building on the forces of change in selling identified in the introductory paper of this Special Issue of JPSSM, we identify and explicate trends, managerial implications, and research opportunities in two important domains of the selling field: training and development (TD) and selection. Part One focuses on TD of salespeople, and argues why a fresh perspective on salesperson TD is essential. Then, taking a knowledge, skills, and ability (KSA) approach, a framework for future TD content is proposed around three levels of KSAs: task-related KSAs, growth-related KSAs, and meta-KSAs. Part Two, on selection, focuses on several important predictors of salesperson success: cognitive ability tests, personality inventories, and biodata. Then, assessment methods are reviewed. Finally, we summarize with a discussion of emerging trends and research opportunities. The focus of the discussion is on both enhancing salesperson performance and affording scholars new research opportunities.     

Bouncing Back: How Salesperson Optimism and Self-Efficacy Influence Attributions and Behaviors Following Failure

Previous research reports a relationship between attributions and specific behaviors following a failed sales call. This study investigates the influence of individual differences on both the attribution process and the relationship between attribution and the behavioral intentions of sales representatives following a failure using a sample of financial services salespeople. This research reveals the important roles that optimism and self-efficacy play in shaping salespeople’s attributions for failed sales calls and in their behavioral responses to attributions for failure. Implications for managers and future research are discussed.     

Reexamining the Influence of Career Stages on Salesperson Motivation: A Cognitive and Affective Perspective

Career stage theory suggests that salespeople vary in their motivation systematically across career stages. However, empirical evidence using valence, expectancy, and instrumentality components of motivation have failed to find consistent support. Drawing on social psychology and recent sales literature, we decompose global intrinsic and extrinsic (I/E) motivation into distinct cognitive and affective dimensions to empirically test a more current conceptualization of salesperson motivation. Empirical results using a cross section of salespeople indicate that salespeople’s I/E motivation differs along the cognitive, but not affective, dimensions across career stages. Specifically, salespeople in the establishment stage were found to have higher levels of challenge seeking than those in the disengagement stage, and compensation seeking was higher among exploration- and establishment-stage salespeople than those in the maintenance stage. The research findings highlight the need to distinguish between cognitive and affective dimensions of I/E motivation in understanding career stage–based expectations of salesperson motivation.     

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.     

Toward a Dignity Architecture: The Critical Challenges of Stigmatized‐Identity Cues for Consumer Psychology

As Chaney, Sanchez, and Maimon (2019—this issue) detail, the prevalence of anti‐stigmatization cues may encourage us to believe that a more inclusive marketplace is on the horizon. This commentary argues that, unfortunately, three barriers have limited the effectiveness of these cues, and that each constitutes a call to serious inquiry for a wide range of consumer researchers. First, marketers have done little to reach out to the most severely stigmatized groups, limiting the degree to which inclusive marketing can effect real societal change. Second, researchers have not systematically articulated reasons that anti‐stigmatization cues may fall flat or even backfire, leaving practitioners little guidance in designing effective cues. Finally, studying stigmatization presents methodological challenges, and may feel like a minefield to researchers not well‐versed in complex issues of sexuality, race and ethnicity. If we are willing to address such barriers, however, I argue that we can build a framework for a “dignity architecture.” Like choice architecture, this framework highlights the nonneutrality of marketing actions in experience design, ultimately offering guidance for affirming consumer worth.     

Identifying the Distress Cues that Influence Support Provision: A Paired Comparison Approach

ABSTRACT

Just as chemistry has methods for determining the composition of unknown substances, psychology needs, but has lacked, effective methods for identifying the “active ingredients” of social stimuli. We describe such a method and apply it to identify the verbal and nonverbal distress cues that serve as signals prompting others to provide social support. This method allowed us to identify 55 such cues. Furthermore, the cues that were salient in the minds of potential support providers depended on their goals. For example, when deciding whether someone needed support, negative nonverbal cues (e.g., distressed persons' fidgeting) were more salient, but when deciding whether one was willing to provide support, cues that suggested a positive outcome for the support seeker (e.g., distressed persons' positive attitude and open-mindedness) were more salient.     

How Financial Constraints Influence Consumer Behavior: An Integrative Framework

Financial constraints are economic limitations on behavior. Given that millions of people experience chronic or episodic financial constraints, we sought to review research that provides insight into how they affect consumer behavior. We propose an integrative framework that draws insights from multiple literatures that have examined financial constraints from different perspectives. The framework distinguishes between four perspectives, which are rooted in literatures on resource scarcity, choice restriction, social comparison, and environmental uncertainty and highlights different temporal stages of responding to financial constraints, distinguishing between reacting, coping, and adapting. Beyond the obvious negative effects of financial constraints, our framework emphasizes consumer resilience, highlighting that consumers often successfully cope with and devise adaptive strategies to deal with financial constraints. By broadening the behavioral and temporal scope of financial constraints considered within consumer psychology, this framework helps us to understand the often strong and sometimes counterintuitive effects of financial constraints on consumer behavior.     

On Potentiality And Respect For Embryos: A Reply To Mary Mahowald

In order to understand the nature of human embryos I first distinguish between active and passive potentiality, and then argue that the former is found in human gametes and embryos (even in embryos in vitro that may fail to be implanted) because they all have an indwelling power or capacity to initiate certain changes. Implantation provides necessary conditions for the actualization of that prior, active potentiality. This does not imply that embryos are potential persons that do not deserve the same respect as actual persons. To claim that embryos become persons is to understand the predicate person as a phase sortal, roughly equivalent to adult person. This entails that we would not be essentially persons. In order to explain the traditional understanding of person as a proper sortal rather than a phase sortal, the author distinguishes between proximate and remote potentiality, and shows that, unlike feline embryos, human embryos, by their genetic constitution, possess the remote potentiality to later exercise the typically human activities. It follows that they are already persons essentially.     

The Power of the Unsaid: The Influence of Nonverbal Cues on Implicit Attitudes

Attitudes are often shaped through social influence processes. We examined how observation of nonverbal behaviors can impact on implicit and explicit racial attitudes. In Study 1, participants observed an interracial interaction in which a White actor expressed friendly or unfriendly nonverbal behaviors toward a Black target (e.g., low eye contact, large seating distance). The results show that newly formed implicit attitudes toward the Black actor were shaped accordingly. In Study 2, participants were required to read a passage containing stereotypical contents against Black people while a confederate either remained neutral or expressed her approval (e.g., nodding). Implicit attitudes toward Black people became more negative in the latter condition. The results confirm the power of nonverbal cues in shaping implicit attitudes.