The practical know-how of selling: Differences in knowledge content between more-effective and less-effective performers |
| |
Authors: | Harish Sujan Mita Sujan James R. Bettman |
| |
Affiliation: | (1) The Pennsylvania State University, Pennsylvania, USA;(2) The Pennsylvania State University, Pennsylvania, USA;(3) Duke University, USA |
| |
Abstract: | Results of both cross-sectional and longitudinal studies of salespeople indicate that more effective and less effective salespeople differ systematically in their knowledge of sales strategies, and to a lesser extent in their knowledge of customer characteristics. For the sales situation examined, more effective salespeople use specific, problem solving-oriented strategies to sell to customers and underlying, functional characteristics to describe customers; less effective salespeople use global, relationship-oriented strategies to sell to customers and surface structure, less functional characteristics to describe customers.The research was supported in part by a grant from the Division of Research, College of Business Administration, The Pennsylvania State University. |
| |
Keywords: | Selling Strategies Customer Characteristics Knowledge Content |
本文献已被 SpringerLink 等数据库收录! |
|