企业对企业销售人员如何处理购买中心异议者

IF 5.9 2区 管理学 Q1 BUSINESS
Jeff S. Johnson
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引用次数: 1

摘要

销售人员通常向多个成员销售产品,这些成员对客户组织中的采购决策具有影响力。考虑到这些购买中心成员的不同需求、愿望、观点和动机,对销售讨论的态度可能是不同的。销售人员可能会遇到购买中心成员对销售讨论做出积极反应的情况,但在互动中对销售人员产生负面影响的持不同意见者除外。通过定性研究设计,本文深入了解了销售人员在处理购买中心异议者时的方法。这些发现提供了对销售人员在企业对企业销售中遇到异议的经历的综合理解。会内缓解和会后补救策略与影响情境因素一起提出。这篇文章阐述了销售人员如何处理持不同意见者,为学术研究做出了贡献,提供了管理指导,并为未来的研究提供了途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How business-to-business salespeople deal with buying center dissenters

Salespeople routinely sell to multiple members with influence over the purchasing decision in the customer organization. Given these buying center members’ varying needs, wants, perspectives, and motivations, dispositions toward a sales discussion can be heterogeneous. Salespeople may encounter situations in which members of the buying center react positively to the sales discussion, with the exception of a dissenter who exerts a negative impact on the salesperson in the interaction. Through a qualitative research design, this article provides insight into salespeople’s approaches in dealing with a dissenter in the buying center. The findings provide an integrated understanding of salespeople’s experiences of dissent encounters in business-to-business selling. In-meeting mitigation and post-meeting remediation strategies are advanced along with influencing situational factors. In illustrating how salespeople handle dissenters, the article contributes to scholarship, provides managerial guidance, and advances avenues for future research.

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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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