The impact of purchase situation on salesperson communication behaviors in business markets

This research addresses the impact of purchase situation on sales communication behaviors used by the salesperson in business markets. We hypothesize that different sets of sales communication behaviors will be needed and vary for different purchasing situations. Measures of a salesperson's com...

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Bibliographic Details
Published in:Industrial marketing management 2002-04, Vol.31 (3), p.205-213
Main Authors: Reid, David A, Pullins, Ellen Bolman, Plank, Richard E
Format: Article
Language:English
Subjects:
Adaptability
Communication
Personal selling
Purchase situation
Sales behaviors
Statistical analysis
Studies
Teacher evaluations
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Summary:This research addresses the impact of purchase situation on sales communication behaviors used by the salesperson in business markets. We hypothesize that different sets of sales communication behaviors will be needed and vary for different purchasing situations. Measures of a salesperson's communication behaviors were tested for different types of purchase situations. Differences were found in the persuasiveness of the salesperson's getting, giving, and using information, depending on the type of purchase situation. These findings help support the value of salesperson adaptability, providing an important variable on which to adapt.
ISSN:0019-8501
1873-2062
DOI:10.1016/S0019-8501(00)00149-8