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The impact of purchase situation on salesperson communication behaviors in business markets

Authors
Journal
Industrial Marketing Management
0019-8501
Publisher
Elsevier
Publication Date
Volume
31
Issue
3
Identifiers
DOI: 10.1016/s0019-8501(00)00149-8
Keywords
  • Personal Selling
  • Sales Behaviors
  • Purchase Situation
Disciplines
  • Communication

Abstract

Abstract This research addresses the impact of purchase situation on sales communication behaviors used by the salesperson in business markets. We hypothesize that different sets of sales communication behaviors will be needed and vary for different purchasing situations. Measures of a salesperson's communication behaviors were tested for different types of purchase situations. Differences were found in the persuasiveness of the salesperson's getting, giving, and using information, depending on the type of purchase situation. These findings help support the value of salesperson adaptability, providing an important variable on which to adapt.

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