The Counselor Selling Method: Concepts and Constructs |
| |
| Authors: | Ray A DeCormier David Jobber |
| |
| Institution: | 1. Ray A. DeCormier is Associate Professor of Marketing, Central Connecticut State University. He received his doctorate from the University of Bradford, UK. He has extensive experience in personal selling and his research interests are centered in selling and sales management.;2. David Jobber is Senior Lecturer in Marketing at the University of Bradford Management Centre, UK. He has published articles in MIS Quarterly, International Journal of Research in Marketing, Industrial Marketing Management, Journal of International Business Studies and the Journal of the Operational Research Society. He worked in personal selling for the TI Group, England. |
| |
| Abstract: | The concepts, constructs and theoretical underpinnings of the counselor selling method are presented. The method is based on a contingency approach to selling and has three components—personality knowledge, microskills and strategies, and processes. Personality knowledge is based upon dimensional personality theory, transactional analysis theory and Berne's PAC model. Microskills and strategies are derived from work in the counseling field. Finally, the sales process is adapted from the Ivey and Matthews meta-model of counselor interviewing. The components are empirically tested and the implications are discussed. |
| |
| Keywords: | |
|
|
