Differences In the Importance of Selling Techniques Between Consumer and Industrial Salespeople |
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| Authors: | Robert E. Hite Joseph A. Bellizzi |
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| Affiliation: | 1. Robert E. Hite is an Assistant Professor of Marketing at Colorado State University. He received a Ph.D. from the University of Arkansas. His research interests include the advertising of professional services, elderly buyer behavior, salesperson effectiveness studies, and marketing education. His publications include recent articles in the Journal of Business Research, Journal of Marketing Education, Journal of the Academy of Marketing Science, Personnel Journal, and Medical Group Management.;2. Joseph A. Bellizzi received a Ph.D. from the University of Nebraska. He teaches at Kansas State University as an Associate Professor of Marketing. Dr. Bellizzi was previously employed by Hilti Fastening Systems as a Market Research Analyst. His articles have appeared in the Journal of Business Research, Journal of Marketing Education, industrial Marketing Management, The Journal of Retailing, and Journal of the Academy of Marketing Science. |
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| Abstract: | AbstractThe 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. |
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