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。

An empirical study on marketing style and consumer's cooperative intention

The marketing style of salespersons may have important effects on consumers' cooperative intention.This paper inspected and developed the sale grid theory via empirical study and analyzed which kind of sale style would be successful when salesperson encountered defensive consumers.The research modified traditional attitude and showed that the defensive consumers held different attitudes on pushing marketing and technical marketing,they intend to purchase more when facing technical salespersons,which indicated that the technical marketing style was more acceptable than pushing marketing style.