企业对企业市场中的适应性销售:零售业销售策略的语境边界

IF 3.9 Q2 BUSINESS
W. Cron, S. Alavi, Johannes Habel
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引用次数: 1

摘要

摘要最近一项针对一些零售销售人员采用的销售策略的研究建议,当销售人员认为与他们互动的客户不太可能进行购买时,他们应该迅速脱离客户互动(Cron等人,2021)。本研究提出的问题是,在B2B环境下,这种销售策略是否对销售人员同样有效。本研究的B2B环境是一个低采购复杂性的环境,其中大部分销售收入来自客户对当前供应和设备的重新订购。与在零售环境中观察到的结果类似,研究结果表明,如果销售人员在时间稀缺的环境中工作,并且他们以建立关系为导向,B2B销售人员使用NC2策略(No Conversion,No Conversation的缩写)会增加销售收入。至关重要的是,如果B2B销售人员应用NC2销售策略时,关系建立导向较低,结果显示该策略会随着时间的推移产生不利影响。这种潜在的有害影响并没有出现在零售环境中。此外,与零售环境中的结果不同,NC2销售策略的有效性并不取决于销售人员的经验。对于B2B环境中的从业者来说,这些发现是有意义和可操作的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Adaptive selling in business-to-business markets: Contextual boundary of a selling strategy from retailing
Abstract A recent study of a selling strategy adapted by some retail salespeople recommended that salespeople should expeditiously disengage from a customer interaction when they believe that a customer with whom they are interacting is unlikely to make a purchase (Cron et al. 2021). The question addressed in this study is whether this sales strategy is similarly effective for salespeople in a B2B context. The B2B context for this study is a low purchasing complexity environment where the majority of sales revenue stems from customers’ reordering current supplies and equipment. Similar to the outcomes observed in a retail environment, the results suggest that B2B salespeople’s use of an NC2 strategy (short for No Conversion, No Conversation) increases sales revenues if salespeople work in an environment characterized by time scarcity and if they are relationship building oriented. Critically, if B2B salespeople apply the NC2 sales strategy with a low relationship building orientation, results show detrimental effects of the strategy over time. This potentially harmful effect did not emerge in retail settings. Moreover, unlike the results in a retail setting the effectiveness of the NC2 sales strategy does not depend on salespeople’s experience. For practitioners in B2B settings these findings are meaningful and actionable.
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来源期刊
CiteScore
5.70
自引率
36.40%
发文量
32
期刊介绍: As the only scholarly research-based journal in its field, JPSSM seeks to advance both the theory and practice of personal selling and sales management. It provides a forum for the exchange of the latest ideas and findings among educators, researchers, sales executives, trainers, and students. For almost 30 years JPSSM has offered its readers high-quality research and innovative conceptual work that spans an impressive array of topics-motivation, performance, evaluation, team selling, national account management, and more. In addition to feature articles by leaders in the field, the journal offers a widely used selling and sales management abstracts section, drawn from other top marketing journals.
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