销售风格与顾客合作倾向的实证研究

在营销活动过程中,推销员的销售风格往往对顾客的购买合作意愿起到至关重要的影响。采用实证方法,检验和发展推销方格理论不同风格的推销员遇到防卫型顾客时,何种风格的推销员更有可能完成任务。研究结果修正了传统的看法:防卫型顾客对强力型与技术型推销员的购买意愿有显著差异,且对技术型推销员的购买意愿高于强力型推销员,表明技术型的推销风格更易为人们所接受。     

Using Trade Incentives to Promote Customer Relationships in a Retail Setting

Suppliers and retailers use a variety of techniques designed to motivate salespeople to engage in specific selling behaviors that will provide results that will assist in achieving either the supplier's or retailer's goals. One method that is commonly applied is the sales incentive. This research examines popular forms of incentives to assess the relationships that exist between the incentives offered and salesperson behaviors. The study also examines the types of incentives commonly used by both suppliers and retailers and salesperson perceptions of these incentives. To accomplish this, 95 salespeople working for a major automotive parts company responded to questions designed to assess their attitudes and behaviors toward incentives. The results provide information which may be valuable to manufacturers, retailers, and academicians as they investigate the use of incentive based compensation programs and sales force behavior.     

The Effect of Single and Dual Sales Targets on Sales Call Selection: Quota versus Quota and Bonus Plan

Ross (1991) demonstrated that a salesperson's quota acts as a reference point (target or goal) and influences sales call selection. Ross, however, focused only on the effect of a single reference point. The use of multiple goals is quite common in the sales environment, for example in the quota plus bonus compensation structure and in the use of incentive plans. Our study compares and contrasts call selection when a single goal (quota) is given versus when dual targets are assigned (a quota plus bonus level). Consistent with our hypotheses, we find that call selection patterns are influenced by the number of targets assigned to the salesperson.     

Impact of Sales Call Adaptiveness and Customer Willingness on Sales Call Length: A Cross-Country Study of India,China, Korea,and Philippines

ABSTRACT

In this empirical study across four countries (India, China, Korea, and Philippines), we examine the impact of sales call adaptiveness and customer willingness on sales call length (duration) of salespersons in these four countries. Sales call length as well as sales call quality—although important constructs in sales—are still underresearched in the domain of sales management. Our study in these four emerging markets sheds new light on enhancing sales force effectiveness. Using survey data from 847 salespersons in four countries, we analyze using multivariate analysis, and our results suggest that sales force effectiveness can be enhanced by giving them the autonomy to decide the sales call length based on the prospect quality. We also demonstrate that salespeople indulging in sales-oriented behaviors may be detrimental to the long-term relationship with customers. Emphasis on relational sales approaches would reduce sales practices such as pitching products or services to unwilling customers. Our study also highlights the interactive role of customer willingness and sales adaptiveness. We found several inter-country differences across sales practices in four countries, which have several meaningful managerial implications.     

我国销售人员绩效管理体系的探讨

随着市场经济的日渐深入 ,销售人员的管理一直困扰着企业 ,对于销售人员的绩效管理是企业一直探索的问题。当前研究的重点就是通过对销售人员的地位和现状的分析 ,来构建销售人员的绩效管理体系     

Drivers of sales force equity in the service industry

Based on the Stimulus–Organism–Response (S–O–R) model, this paper investigates the drivers of salesperson equity by exploring the mediating role of value added by salespeople in the relationships between salesperson attributes and both sales force loyalty and salesperson equity. A questionnaire was constructed and data were collected on customers served by financial salespeople working at five banks. A structural equation model was used to empirically assess the proposed research model. The empirical results reveal that the two dimensions of value added by the salesperson (enjoyable interaction, perceived risk) partially mediate the relationship between salesperson attributes (expertise, trustworthiness) and customer loyalty to the salesperson. In addition, the relationship between salesperson expertise and salesperson equity is partially mediated by both dimensions of value added by salespeople. However, the two dimensions of value added by salespeople fully mediates the positive relationship between trustworthiness and salesperson equity. Theoretical and managerial implications of the study are addressed.     

销售绩效相关影响因素的实证研究

作为企业与顾客之间纽带的销售人员的绩效会直接影响企业的生存与发展。然而,当前国内对于销售人员绩效的影响因素的系统研究尚属凤毛麟角。文章基于国外20多年的相关研究成果,通过文献研究、实地调研和实证研究相结合的方法,揭示出影响我国销售人员绩效的相关影响因素及其作用机制。研究表明:销售人员行为绩效和销售区域设计满意度对销售绩效有显著影响;报酬制度和销售控制体系对销售绩效有显著影响。其中,组织承诺在报酬制度、销售控制体系与销售绩效的关系中起到媒介作用。     

自我监控人格对销售绩效的影响研究

销售人员绩效高低直接影响公司的生存与发展。现有自我监控与个体绩效的关系研究结果存在不一致。本文以保险销售员为研究对象,采用结构方程和层次回归方法,研究自我监控人格与个体销售绩效之间的关系,研究提出并验证了销售员自我监控人格与销售绩效呈倒“U”型关系的假设,期望能为提高企业绩效和销售管理有所贡献。     

Strategies for improving cruise product sales using hybrid ‘multiple criteria decision making’ models

As airlines have shifted to decommission policies, selling cruise products has become a growing trend in the travel industry. However, few studies have discussed this issue or proposed strategies to help improve sales for travel agencies. The purpose of this study is to address this problem, using the novel method of hybrid multiple criteria decision making, including decision making trial and evaluation laboratory (DEMATEL), the DEMATEL-based analytic network process and VIKOR (VlseKriterijumska Optimizacija I Kompromisno Resenje), to present optimal improvement models, which are superior in identifying both an influential network and a priority sequence of dimensions/criteria related to selling cruises. The findings provide useful schemes for decision makers according to the priorities of influential weightings from high to low or the sequence of gap values to aspired level from low to high.     

Critical sales events and salesforce attitudes

A new family of explanatory variables — critical sales events (CSEs) — is described. The impact of CSEs and past performance on the satisfaction and loyalty of industrial sales reps is explored. Controlling for sales experience and gender, performance, and two types of recent events (loss of a major customer and success at making a big sale) were generally significantly linked to salesforce satisfaction (with pay, advancement, the work itself corporate performance, and the sales manager) and to loyalty (affective organizational commitment and intentions to stay). The results suggest the value of understanding the effect of critical sales events for both sales management theory and practice.