The Mismatch between Call Frequency and Account Potential: Where the Money is

IF 2 4区管理学 Q3 BUSINESS

Journal of Business-To-Business Marketing Pub Date : 2021-01-02 DOI:10.1080/1051712X.2021.1893030

J. Larson, Bernard J. Jaworski

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引用次数: 0

Abstract

ABSTRACT Purpose: The purpose of this study is to examine the relationship between salesperson call frequency and account potential. In sharp contrast to conventional wisdom, in two case studies, we show that there is no relationship between call frequency and account potential. We conclude with a discussion of reasons why this may be the case. Design/Methodology/Approach: We provide results from two case studies. Using internal data from the firm and survey data, study 1 focused over 150 nurses in the United Kingdom who used a specific medical device with their patients. Here we asked the nurses a battery of approximately 40 questions. We combined this data with National Health Service on procedures performed at each hospital (a measure of account potential). Study two involves a different medical device maker. Here we examine monthly contact and compare it to account potential. Findings: Study 1 finds that contact frequency at the the lowest account potential quartile was statistically lower than each of the remaining quartiles. However, the second lowest quartile of had the exact same monthly contact frequency as the highest quartile of accounts even though the underlying potential of former is approximately one-third (36%) that of the highest quartile of hospitals. Study 2 finds a similar pattern. In particular, when we looked at monthly contact frequency for companies in account potential quartiles 1-2-3 and compared it to the highest account potential quartile, we again found no statistical difference between the two groups. Practical Implications: Sales reps in these two studies were not visiting the accounts with the highest potential. When sales reps are “re-allocated” to the highest potential accounts – sales increase dramatically. Originality/Value: Simple reallocation of the sales rep’s time can have significant implications for revenue growth. We provide some logic – that can be tested – on why sales reps may engage in this sub-optimal behavior.

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通话频率和账户潜力之间的不匹配：钱在哪里

摘要目的：本研究旨在考察销售人员拜访频率与客户潜力之间的关系。与传统观点形成鲜明对比的是，在两个案例研究中，我们发现呼叫频率和账户潜力之间没有关系。最后，我们讨论了可能出现这种情况的原因。设计/方法/方法：我们提供了两个案例研究的结果。研究1利用该公司的内部数据和调查数据，重点关注了英国150多名使用特定医疗设备治疗患者的护士。在这里，我们向护士们提出了大约40个问题。我们将这些数据与国家卫生服务局在每家医院进行的手术相结合（衡量账户潜力）。研究二涉及不同的医疗器械制造商。在这里，我们检查每月的联系方式，并将其与潜在客户进行比较。研究结果：研究1发现，在统计上，最低账户潜在四分位数的接触频率低于其余四分位数。然而，尽管前者的潜在潜力约为最高四分之一医院的三分之一（36%），但第二低四分之一的账户每月接触频率与最高四分位数的账户完全相同。研究2发现了类似的模式。特别是，当我们观察账户潜在四分位数1-2-3中公司的月度联系频率，并将其与最高账户潜在四等分位数进行比较时，我们再次发现两组之间没有统计差异。实际意义：在这两项研究中，销售代表没有访问具有最高潜力的客户。当销售代表被“重新分配”到潜力最大的客户时，销售额会大幅增长。创意/价值：简单地重新分配销售代表的时间可以对收入增长产生重大影响。我们提供了一些可以测试的逻辑，说明销售代表为什么会参与这种次优行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business-To-Business Marketing BUSINESS-

CiteScore

2.20

自引率

35.70%

发文量

期刊介绍： The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities