Socializing behaviors in business-to-business selling: an exploratory study from the Republic of Ireland

For many salespeople in business-to-business industries, client entertainment is an integral part of their daily duties. Despite this anecdotal knowledge, few studies have so far attempted to examine the potential benefits and drawbacks of socializing with clients in a systematic manner. Presenting the results of a qualitative investigation, this paper shows that when approached strategically, socializing with clients can have positive effects on both the exchange as well as the relational aspects of the buyer-seller interaction. In particular, results indicate that some elements of a close buyer-seller relationship are formed as a result of the holistic experience with the other person and may only be established through interaction outside the office environment. The paper thus proposes that socializing strategies represent a unique tool in a salesperson's relationship selling toolkit—a tool that warrants increased attention in both sales practice and research.