Relationship development in selling: a cognitive analysis

Article Abstract:

Recent research has suggested that trust and relationship-building contribute to the effectiveness of salespeople. This paper reviews the literature on the cognitive selling paradigm and the influence of knowledge structures on the relationship-building process. Next, two recent studies (Anglin 1990; Szymanksi 1987) which investigated knowledge, relationship development, and sales performance are reviewed. The findings from these studies imply that a fundamental difference may exist in the manner in which higher and lower performing salespeople perceive the selling process. Higher performers placed greater emphasis on establishing "trust" and also preferred to find out information about the prospect before reciprocating with information about themselves. Lower performers, on the other hand, preferred to disclose information about themselves before obtaining personal information about the prospect. (Reprinted by permission of the publisher.)

Analysis, Practice, Beliefs, opinions and attitudes, Customer relations

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The congruence of manager perception of salesperson performance and knowledge-based measures of adaptive selling

Article Abstract:

The case made for adaptive selling has been strong, yet the relationship between adaptive selling capability and sales performance exists largely on a conceptual rather than an empirical basis. The relationship between the adaptive selling capability reflected in script-based knowledge structures and sales performance is examined using both subjective and objective sales performance measures. Cognitive sales scripts are elicited based on a simulated selling task in which the prospective buyer deviates from expected behavior. The results indicate that higher performers, as identified by their sales managers, are more likely to be adaptive. Future research implications are discussed, and some initial thoughts regarding managerial applications of these findings are presented. (Reprinted by permission of the publisher.)

Usage, Adaptability (Psychology)

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Salesperson evaluation: a systematic structure for reducing judgmental biases

Article Abstract:

Cognitive biases affect the evaluation of performance in all managerial areas, and the evaluation of sales personnel is especially problematic due to its unique nature. A model of the sales force evaluation process is presented and is used to provide a framework for discussing common biases affecting the expectations of the sales manager. Suggestions are made as to how one can mitigate the effects of the use of sub-optimal decision heuristics, and propositions are presented with the intent of noting future areas of study. (Reprinted by permission of the publisher.)

Sales management

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