Buyer-Seller Interactions in Mature Industrial Markets: Blurring the Relational-Transactional Selling Dichotomy

Sales practitioners continue to come to terms with the selling conditions of mature consumer and business markets. Mature markets display signs such as cost-focused competition, similarity in the perceived functionality of offerings, and multiple suppliers vying for highly knowledgeable and powerful...

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Bibliographic Details
Published in:The Journal of personal selling & sales management 2011-07, Vol.31 (3), p.255-268
Main Authors: Geiger, Susi, Finch, John
Format: Article
Language:English
Subjects:
Business innovation
Chemicals
Customers
Industrial management
Industrial market
Industrial markets
Oil companies
Outsourcing
Personal selling
Petroleum industry
Sales management
Sales personnel
Salespeople
Studies
Technological innovation
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Summary:Sales practitioners continue to come to terms with the selling conditions of mature consumer and business markets. Mature markets display signs such as cost-focused competition, similarity in the perceived functionality of offerings, and multiple suppliers vying for highly knowledgeable and powerful customers. While researchers have noted that in mature industrial markets the relationship to sales personnel can be an important differentiator for buyers, sales research has not specifically examined the consequences of market maturity on the conditions and modes of selling in these markets. In addressing this gap in research, this paper examines the effects of market maturity on the relationships between selling personnel and their customers by presenting case study research from a mature industrial market for chemistry products: the North Sea oil industry.
ISSN:0885-3134
1557-7813
DOI:10.2753/PSS0885-3134310304