{"title":"基于需求的推销:来自实验的见解","authors":"Ganesha H. R., P. Aithal, K. P.","doi":"10.5281/ZENODO.3766912","DOIUrl":null,"url":null,"abstract":"In brick-and-mortar retailing, sales personnel play the most important and complex rolewhereby they are the ones who are connected to consumers directly on a real-time basis. It isobserved that the majority of brick-and-mortar retailers in India assume; consumers who walkinto their stores have a clear understanding about their needs and based on their needs theyenquire sales personnel in the store about a specific product/category/brand. Such a significantassumption has created a predisposition and mindset in sales personnel, and they believe thatthey are left with very little room for adding any more products into consumers basket by theway of either cross-selling or up-selling. In this research, we have attempted to design a newneed-based sales pitch technique and applied the same through an experiment to evaluate thechange in (a) sales person’s attitude towards consumer orientation, (b) types ofproducts/categories/brands being sold, and (c) overall store profitability.","PeriodicalId":108833,"journal":{"name":"MKTG: Consumer Decision Making & Search (Topic)","volume":"6 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"19","resultStr":"{\"title\":\"Need-Based Sales Pitch: Insights from an Experiment\",\"authors\":\"Ganesha H. R., P. Aithal, K. P.\",\"doi\":\"10.5281/ZENODO.3766912\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In brick-and-mortar retailing, sales personnel play the most important and complex rolewhereby they are the ones who are connected to consumers directly on a real-time basis. It isobserved that the majority of brick-and-mortar retailers in India assume; consumers who walkinto their stores have a clear understanding about their needs and based on their needs theyenquire sales personnel in the store about a specific product/category/brand. Such a significantassumption has created a predisposition and mindset in sales personnel, and they believe thatthey are left with very little room for adding any more products into consumers basket by theway of either cross-selling or up-selling. In this research, we have attempted to design a newneed-based sales pitch technique and applied the same through an experiment to evaluate thechange in (a) sales person’s attitude towards consumer orientation, (b) types ofproducts/categories/brands being sold, and (c) overall store profitability.\",\"PeriodicalId\":108833,\"journal\":{\"name\":\"MKTG: Consumer Decision Making & Search (Topic)\",\"volume\":\"6 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-04-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"19\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"MKTG: Consumer Decision Making & Search (Topic)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5281/ZENODO.3766912\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Consumer Decision Making & Search (Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5281/ZENODO.3766912","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Need-Based Sales Pitch: Insights from an Experiment
In brick-and-mortar retailing, sales personnel play the most important and complex rolewhereby they are the ones who are connected to consumers directly on a real-time basis. It isobserved that the majority of brick-and-mortar retailers in India assume; consumers who walkinto their stores have a clear understanding about their needs and based on their needs theyenquire sales personnel in the store about a specific product/category/brand. Such a significantassumption has created a predisposition and mindset in sales personnel, and they believe thatthey are left with very little room for adding any more products into consumers basket by theway of either cross-selling or up-selling. In this research, we have attempted to design a newneed-based sales pitch technique and applied the same through an experiment to evaluate thechange in (a) sales person’s attitude towards consumer orientation, (b) types ofproducts/categories/brands being sold, and (c) overall store profitability.