By : Jose Varghese*
*Assistant Professor, Rajagiri Business School, Rajagiri Valley, Kochi, Kerala
International Journal of Research in Finance & Marketing (IJRFM) Volume 1, Issue 7 (November, 2011) (ISSN 2231-5985)
ABSTRACT
The recognition that the long-term key to success in personal selling may lie in a relational approach to the buyer-seller interaction has been one of the most important trends in sales and sales research. The role of salespeople is very critical factor of success in relationship marketing. Salespeople’s relationship orientation, which involves customer orientation, adaptability and service orientation are found to have a significant impact on the extent to which relationships are developed with customers. Even though the information on customer-salesperson relationships and its implications on sales performance in personal selling is limited compared to studies examining salesperson performance in general, it appears that a salesperson who spends time performing behaviors that build strong relationships with customers, will improve his/her sales performance. This paper aims at analyzing research contributions that are available in the area of customer-salesperson relationships in personal selling, and identifying the various factors that have direct or indirect influence on individual salesperson’s performance. These factors are later evaluated in the context of services marketing to identify their relative importance specific to this field.
Keywords: Customer orientation, Sales person, Performance, Personal selling, Relationship.
INTRODUCTION
The recognition that the long-term key to success in personal selling may lie in a relational approach to the buyer-seller interaction has been one of the most important recent trends in sales and sales research. In the marketing literature, traditionally, only a little thought was being given to the means by which the sale was obtained in a direct selling process (Dwyer, 1987). However, as the marketplace is becoming more and more competitive both in the number of competitors and the quality of their products, the transaction-based emphasis in sales is increasingly being replaced by a relationally focused approach which takes into account customer needs and wants, not only as they relate to the good or service being sold, but also in terms of the purchasing process and the buyer-seller interaction (Keillor and Parker, 1999). The ability to retain a substantial satisfied customer base in a highly competitive environment represents a great competitive advantage for any sales organization. A sales effort which emphasizes relationship building is one in which satisfied customers are more likely to be found (Kelley, 1992). In today’s highly competitive markets where competitors offer . . .. .. (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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