Authors: Mark P. Leach; Rhett T. Epler
Increases in the digitization and electronic delivery of product and sales information has allowed industrial buyers to conduct extensive research without the aid of face-to-face interactions with salespeople. As such, Salespeople often enter sales interactions when their prospects have significantly more information than ever before. This paper examines some key differences in how salespeople interact with customers in situations where they are trying to add value and/or gain agreement when customers have high levels of information compared to when they do not. A qualitative and exploratory Critical Incident Technique (CIT) methodology is utilized. Findings suggest that while salespeople interact with customers with varying degrees and accuracy of supplier knowledge, many salespeople may be ill equipped to adapt and alter their sales strategies accordingly
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Publish Year: 2018
Conference: Sri Lanka (2018)