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Adaptive selling in business-to-business markets: Contextual boundary of a selling strategy from retailing 企业对企业市场中的适应性销售:零售业销售策略的语境边界
IF 4.4 Q2 BUSINESS Pub Date : 2022-09-15 DOI: 10.1080/08853134.2022.2113092
W. Cron, S. Alavi, Johannes Habel
Abstract A recent study of a selling strategy adapted by some retail salespeople recommended that salespeople should expeditiously disengage from a customer interaction when they believe that a customer with whom they are interacting is unlikely to make a purchase (Cron et al. 2021). The question addressed in this study is whether this sales strategy is similarly effective for salespeople in a B2B context. The B2B context for this study is a low purchasing complexity environment where the majority of sales revenue stems from customers’ reordering current supplies and equipment. Similar to the outcomes observed in a retail environment, the results suggest that B2B salespeople’s use of an NC2 strategy (short for No Conversion, No Conversation) increases sales revenues if salespeople work in an environment characterized by time scarcity and if they are relationship building oriented. Critically, if B2B salespeople apply the NC2 sales strategy with a low relationship building orientation, results show detrimental effects of the strategy over time. This potentially harmful effect did not emerge in retail settings. Moreover, unlike the results in a retail setting the effectiveness of the NC2 sales strategy does not depend on salespeople’s experience. For practitioners in B2B settings these findings are meaningful and actionable.
摘要最近一项针对一些零售销售人员采用的销售策略的研究建议,当销售人员认为与他们互动的客户不太可能进行购买时,他们应该迅速脱离客户互动(Cron等人,2021)。本研究提出的问题是,在B2B环境下,这种销售策略是否对销售人员同样有效。本研究的B2B环境是一个低采购复杂性的环境,其中大部分销售收入来自客户对当前供应和设备的重新订购。与在零售环境中观察到的结果类似,研究结果表明,如果销售人员在时间稀缺的环境中工作,并且他们以建立关系为导向,B2B销售人员使用NC2策略(No Conversion,No Conversation的缩写)会增加销售收入。至关重要的是,如果B2B销售人员应用NC2销售策略时,关系建立导向较低,结果显示该策略会随着时间的推移产生不利影响。这种潜在的有害影响并没有出现在零售环境中。此外,与零售环境中的结果不同,NC2销售策略的有效性并不取决于销售人员的经验。对于B2B环境中的从业者来说,这些发现是有意义和可操作的。
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引用次数: 1
Preparing for, withstanding, and learning from sales crises: Implications and a future research agenda 为销售危机做准备、抵御和学习:影响和未来的研究议程
IF 4.4 Q2 BUSINESS Pub Date : 2022-09-15 DOI: 10.1080/08853134.2022.2108821
Riley G. Dugan, Nawar N. Chaker, Edward L. Nowlin, Dawn Deeter-Schmelz, Deva Rangarajan, Raj Agnihotri, Omar S. Itani
Abstract The response from many firms to the recent COVID-19 crisis underscores a more fundamental and overarching question: How should salespeople and their firms prepare for and respond to sales crises more generally? In response, a group of sales scholars recently convened at the American Marketing Association’s Winter Conference to discuss the challenges and opportunities facing salespeople and their firms before, during, and after a sales crisis. Thus, based on this session and subsequent follow-up discussions, this paper develops a framework detailing how the sales function should prepare for, withstand, and learn from a sales crisis. In so doing, we argue that sales crises can originate internally and externally to an organization and can impact the entire sales organization, the sales manager, and/or individual salespeople. Moreover, viewing a sales crisis simply as a turning point rather than a devastating event, we highlight the implications for salespeople and their managers who must inevitably deal with sales crises and the changes involved. Finally, we conclude with potential future directions for sales scholars interested in exploring the impact of crises on the sales function, as the next sales crisis is likely just around the corner.
许多公司对最近的COVID-19危机的反应强调了一个更基本和最重要的问题:销售人员及其公司应该如何更普遍地准备和应对销售危机?为此,一群销售学者最近在美国营销协会(American Marketing Association)的冬季会议上召开会议,讨论销售人员及其公司在销售危机之前、期间和之后所面临的挑战和机遇。因此,基于这次会议和随后的后续讨论,本文开发了一个框架,详细说明了销售部门应该如何准备、承受销售危机,并从销售危机中吸取教训。在这样做的过程中,我们认为销售危机可以起源于组织的内部和外部,并且可以影响整个销售组织,销售经理和/或个人销售人员。此外,我们将销售危机简单地视为一个转折点,而不是一个毁灭性的事件,我们强调了对销售人员及其经理的启示,他们必须不可避免地处理销售危机和所涉及的变化。最后,我们总结了对探讨危机对销售职能的影响感兴趣的销售学者的潜在未来方向,因为下一次销售危机可能就在拐角处。
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引用次数: 9
Burned out on the road: Burnout’s impact on job satisfaction among road warriors 在旅途中精疲力竭:倦怠对旅途战士工作满意度的影响
IF 4.4 Q2 BUSINESS Pub Date : 2022-09-15 DOI: 10.1080/08853134.2022.2113091
Brian N. Rutherford, Scott C. Ambrose, B. Waguespack
Abstract This study examines relationships between the dimensions of burnout and aspects of job satisfaction among road warrior salespeople. Considering the heavy costs associated with replacing these high value salespeople, greater understanding of burnout and job satisfaction among road warrior salespeople is important for both researchers and practitioners alike. The study first examines travel and hotel nights to refine the road warrior definition for salespeople. Next, the study investigates relationships between the burnout dimensions (personal accomplishment, depersonalization, and emotional exhaustion) and four job satisfaction dimensions (policy, pay, supervision, and customer). Findings indicate that emotional exhaustion directly affects satisfaction with policy, thus highlighting the importance and impact of emotional exhaustion on the initial dimension of the job satisfaction model. Then, indirect relationships between burnout dimensions (personal accomplishment and depersonalization) and job satisfaction are examined. Fourth, the study further examines the importance of satisfaction with policy in relation to three of the job satisfaction dimensions (pay, supervision, and customers).
摘要本研究考察了公路战士销售人员的倦怠维度与工作满意度之间的关系。考虑到更换这些高价值销售人员的高昂成本,对研究人员和从业者来说,更好地了解公路战士销售人员的倦怠感和工作满意度都很重要。这项研究首先考察了旅行和酒店之夜,以完善销售人员对公路勇士的定义。接下来,本研究调查了倦怠维度(个人成就、人格解体和情绪衰竭)与四个工作满意度维度(政策、薪酬、监督和客户)之间的关系。研究结果表明,情绪耗竭直接影响对政策的满意度,从而突出了情绪耗竭对工作满意度模型初始维度的重要性和影响。然后,考察了倦怠维度(个人成就和人格解体)与工作满意度之间的间接关系。第四,本研究进一步考察了政策满意度与工作满意度三个维度(薪酬、监督和客户)之间的重要性。
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引用次数: 1
Relationship conflict in stores: a longitudinal study of intra-store conflict on salespeople’s helping, customer-oriented behavior, and customer purchase behavior 店内关系冲突:店内冲突对销售人员帮助、顾客导向行为和顾客购买行为的纵向研究
IF 4.4 Q2 BUSINESS Pub Date : 2022-09-15 DOI: 10.1080/08853134.2022.2116334
Michel Tremblay
Abstract Although the service-profit chain model has been studied widely, little is known about the processes and conditions of store-level relationship conflict to an increase or decrease in customer purchase behavior. Accordingly, this study aims to investigate the cumulative effects of relationship conflict on changes in unit-level helping, the effect of salespeople’s helping behavior on customer-oriented behavior (COB), and the subsequent impact on changes in customer purchase. To test these relationships, data points were collected from 1,523 salespeople observations and 13,005 customers across 116 pooled stores assessed in six waves over more than 6 years. The findings revealed that stores with a long history of low relationship conflict consistently displayed high helping behavior. Results show that helping growth depends on the degree of conflict intensity and asymmetry; the intensity of relationship conflict led to an increase in helping behavior when conflict asymmetry is high and to a decrease of such behaviors when conflict asymmetry is low. Results also showed that store-level helping behavior had a positive effect on COB, which in turn had a cumulative positive effect on changes in customer purchase behavior.
摘要尽管服务利润链模型已经得到了广泛的研究,但人们对商店层面的关系冲突与顾客购买行为的增加或减少的过程和条件知之甚少。因此,本研究旨在调查关系冲突对单位层面帮助变化的累积影响,销售人员的帮助行为对客户导向行为(COB)的影响,以及随后对客户购买变化的影响。为了测试这些关系,从1523名销售人员的观察中收集了数据点,并对116家合并商店的13005名顾客进行了六次评估,超过6次 年。研究结果显示,长期存在低关系冲突的商店一贯表现出高帮助行为。结果表明,帮助成长取决于冲突强度和不对称程度;当冲突不对称性较高时,关系冲突的强度会导致帮助行为的增加,而当冲突不对称度较低时,这种行为会减少。结果还表明,商店层面的帮助行为对COB有积极影响,而COB又对顾客购买行为的变化有累积的积极影响。
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引用次数: 0
Exploring the drivers of B2B end user engagement 探索B2B最终用户参与的驱动因素
IF 4.4 Q2 BUSINESS Pub Date : 2022-09-15 DOI: 10.1080/08853134.2022.2120488
Amy Greiner Fehl, Valerie Good, Todd J. Arnold
Abstract While engagement has enjoyed an abundance of academic and practitioner attention recently, few studies have examined engagement from the perspective of end users utilizing products and brands at work. In acknowledgement of the important role end users play in B2B sales and service ecosystems, the current study applies both social exchange and social identity theories to illuminate the process through which B2B end user engagement develops. By using scenarios with random assignment – an under-utilized approach in sales research – our results suggest that the perceived interactivity of supplier firm activities moderates the relationship between cognitive engagement and behaviors such that it nudges end users toward proactively advocating for the supplier firm brand. Moreover, the supplier firm activity is even more effective when a salesperson personally introduces the initiative to end users. Hence, with intentional and interactive connection, salespeople can influence end user engagement behaviors and add value to the sales process, a key insight for supplier firms. Finally, we explore two key drivers of end user engagement: end user work identity and need to belong. A better understanding of how and why end user engagement and subsequent behaviors develop will help salespeople connect more effectively with end users and ultimately drive more sales. These contributions meaningfully increase our understanding regarding contextual influences of end user engagement within the B2B sales arena.
摘要尽管参与度最近受到了学术界和从业者的广泛关注,但很少有研究从最终用户在工作中使用产品和品牌的角度来考察参与度。鉴于终端用户在B2B销售和服务生态系统中发挥的重要作用,本研究应用社会交换和社会认同理论来阐明B2B终端用户参与度的发展过程。通过使用随机分配的场景——这是一种在销售研究中使用不足的方法——我们的研究结果表明,供应商-公司活动的感知互动调节了认知参与和行为之间的关系,从而促使最终用户积极倡导供应商-公司品牌。此外,当销售人员亲自向最终用户介绍这一举措时,供应商公司的活动会更加有效。因此,通过有意和互动的联系,销售人员可以影响最终用户的参与行为,并为销售过程增加价值,这是供应商公司的一个关键见解。最后,我们探讨了最终用户参与的两个关键驱动因素:最终用户的工作身份和归属需求。更好地了解最终用户参与度和后续行为的发展方式和原因,将有助于销售人员更有效地与最终用户建立联系,并最终推动更多的销售。这些贡献有意义地增加了我们对B2B销售领域内终端用户参与的上下文影响的理解。
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引用次数: 1
Technology-enabled sales capability: A capabilities-based contingency framework 技术支持的销售能力:基于能力的应急框架
IF 4.4 Q2 BUSINESS Pub Date : 2022-08-08 DOI: 10.1080/08853134.2022.2108823
Vishag A. Badrinarayanan, Sreedhar Madhavaram, K. T. Manis
Abstract As organizations emerge from the disruptions induced by the COVID-19 pandemic, it is becoming evident that the sales function has shifted irrevocably toward increased reliance on technological resources to facilitate inherent processes and activities. Integrating research from the dynamic capabilities and sales capabilities literature, this study examines why some organizations are more adept than others at harnessing and leveraging emergent technological resources to enhance sales operations. Specifically, we develop and test a theoretical framework of the antecedents and consequences of technology-enabled sales capability, a firm-level operational capability that captures the embeddedness of technology in sales processes and activities. The framework proposes that three firm-level dynamic capabilities—technology-sensing capability, vigilant market learning capability, and adaptive sales capability—are positively related to technology-enabled sales capability, which in turn is positively related to financial performance and customer relationship performance. The framework also explores the moderating effects of top management technology advocacy and two environmental variables—technological and market turbulence—on the development and deployment of technology-enabled sales capability. Based on findings from data gathered from 224 business-to-business sales managers, we extend theoretical and managerial contributions and provide directions for future research.
随着组织从COVID-19大流行造成的中断中恢复过来,越来越明显的是,销售职能已经不可逆转地转向越来越依赖技术资源来促进固有流程和活动。本研究整合了动态能力和销售能力文献的研究,探讨了为什么一些组织比其他组织更善于利用和利用新兴技术资源来加强销售运作。具体来说,我们开发并测试了技术驱动销售能力的前因和后果的理论框架,技术驱动销售能力是一种公司层面的操作能力,它捕捉了技术在销售流程和活动中的嵌入性。该框架提出,技术感知能力、警惕市场学习能力和适应性销售能力这三种企业层面的动态能力与技术支持型销售能力正相关,而技术支持型销售能力又与财务绩效和客户关系绩效正相关。该框架还探讨了高层管理技术倡导和两个环境变量——技术和市场动荡——对技术驱动销售能力的发展和部署的调节作用。基于对224位企业对企业销售经理的调查结果,我们扩展了理论和管理贡献,并为未来的研究提供了方向。
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引用次数: 6
The triggers and consequences of digital sales: a systematic literature review 数字销售的触发和后果:系统的文献综述
IF 4.4 Q2 BUSINESS Pub Date : 2022-08-05 DOI: 10.1080/08853134.2022.2102029
Heiko Fischer, Sven Seidenstricker, J. Poeppelbuss
Abstract The megatrend of digitalization has the potential to fundamentally change sales practices. This is because digital technologies impact the entire sales organization and can significantly support the daily work of salespeople or even replace human salespeople. Despite the growing interest in digital sales in practice and academia, the phenomenon remains little understood. Therefore, this article looks at (1) the triggers of digital transformation in sales and (2) how the digital transformation in sales affects the sales environment and the role of the sales function in firms, before presenting (3) unanswered research questions on digital sales. Our literature review provides an overview of the current body of knowledge on digital sales and reveals that technology is not entirely replacing human salespeople. Indeed, whilst the customer-sales relationship (information, communication, and interaction) is changing, the future of sales is likely to be a mixture of digital and non-digital channels. The literature review also reveals that the keys to competitive advantage are analyzing customer needs, applying technologies to meet the new relationship requirements, making data-driven decisions, and changing the sales function.
摘要数字化的大趋势有可能从根本上改变销售实践。这是因为数字技术影响着整个销售组织,可以显著支持销售人员的日常工作,甚至取代人工销售人员。尽管实践和学术界对数字销售越来越感兴趣,但人们对这一现象仍知之甚少。因此,本文着眼于(1)销售数字化转型的触发因素,以及(2)销售数字化变革如何影响销售环境和销售职能在企业中的作用,然后提出(3)关于数字化销售的未回答的研究问题。我们的文献综述概述了当前数字销售的知识体系,并揭示了技术并没有完全取代人类销售人员。事实上,尽管客户销售关系(信息、沟通和互动)正在发生变化,但未来的销售可能是数字和非数字渠道的混合。文献综述还表明,竞争优势的关键是分析客户需求,应用技术来满足新的关系要求,做出数据驱动的决策,以及改变销售职能。
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引用次数: 7
Transformational and transactional sales leadership during a global pandemic 全球大流行期间的转型和事务性销售领导
IF 4.4 Q2 BUSINESS Pub Date : 2022-07-28 DOI: 10.1080/08853134.2022.2101462
S. Alavi, Pia Anna Ehlig, Johannes Habel
Abstract Transformational (TFL) and transactional leadership (TAL) are foundational leadership styles in sales practice and have been intensively studied by past sales research. However, prior research conflicts on the effectiveness of TFL and TAL to help salespeople cope with the persisting changes of a global pandemic, such as COVID-19. Combining leadership theory with perceived uncertainty theory, we develop and test a longitudinal growth model explaining how TAL and TFL affect sales performance during the emerging COVID-19 pandemic. Using transactional and survey data of 16,275 customers and their respective salespeople during the first months of the pandemic, we show that sales performance declined and that TAL was more effective than TFL at mitigating the drop of sales performance. We ascribe this finding to salespeople’s uncertainty resulting from the persisting changes brought about by the pandemic, which requires leaders’ continuous feedback rather than a focus on long-term visions. To substantiate our findings, we conducted a second study confirming that an increase in TAL is more effective at mitigating the performance decline and that salespeople’s perceived effect uncertainty and response uncertainty moderate this effect. Our findings offer timely and valuable implications for leadership theory and practice how to manage pandemic challenges.
摘要转变型领导(TFL)和交易型领导(TAL)是销售实践中的基本领导风格,过去的销售研究对其进行了深入研究。然而,先前的研究在TFL和TAL帮助销售人员应对全球大流行(如新冠肺炎)持续变化的有效性方面存在冲突。将领导力理论与感知不确定性理论相结合,我们开发并测试了一个纵向增长模型,解释了TAL和TFL在新出现的新冠肺炎大流行期间如何影响销售业绩。使用疫情前几个月16275名客户及其各自销售人员的交易和调查数据,我们发现销售业绩下降,好未来在缓解销售业绩下降方面比TFL更有效。我们将这一发现归因于销售人员因疫情带来的持续变化而产生的不确定性,这需要领导者的持续反馈,而不是关注长期愿景。为了证实我们的发现,我们进行了第二项研究,证实TAL的增加在缓解业绩下降方面更有效,销售人员感知到的效果不确定性和反应不确定性缓和了这种影响。我们的研究结果为领导理论和实践如何应对疫情挑战提供了及时而有价值的启示。
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引用次数: 5
STATEMENT OF RETRACTION: A Wisdom-Based Salesforce Development Model: The Role of Wisdom in Salesforce Training and Well-being 反思声明:基于智慧的销售人员发展模式:智慧在销售人员培训和幸福中的作用
IF 4.4 Q2 BUSINESS Pub Date : 2022-07-03 DOI: 10.1080/08853134.2022.2101290
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引用次数: 0
Sales well-being: a salesperson-focused framework for individual, organizational, and societal well-being 销售幸福感:以销售人员为中心的个人、组织和社会幸福感框架
IF 4.4 Q2 BUSINESS Pub Date : 2022-06-30 DOI: 10.1080/08853134.2022.2093733
Riley G. Dugan, V. Ubal, Maura L. Scott
Abstract Although the topic of well-being has become an increasingly prominent topic of discussion amongst scholars and practitioners alike, it has heretofore been given scant attention in the academic sales discipline. The current research attempts to correct this notable omission by developing a vision of salesforce well-being as it pertains to the people, processes, and performance metrics associated with the sales function. We posit that the concept of well-being is of enduring importance to the many stakeholders impacted by professional sales organizations. We conclude our research by offering a series of research questions for interested scholars who, in lending insight into these questions, will advance both academic theory and provide needed insights to sales organizations who must increasingly attend to the well-being of their employees, customers, suppliers, and communities.
摘要尽管幸福感话题在学者和从业者中已经成为一个越来越突出的讨论话题,但迄今为止,它在学术销售学科中很少受到关注。目前的研究试图通过发展销售人员幸福感的愿景来纠正这一显著遗漏,因为它与销售职能相关的人员、流程和绩效指标有关。我们认为,对于受专业销售组织影响的许多利益相关者来说,幸福感的概念具有持久的重要性。我们通过向感兴趣的学者提供一系列研究问题来结束我们的研究,这些学者在深入了解这些问题的过程中,将推进学术理论,并为销售组织提供所需的见解,这些组织必须越来越多地关注员工、客户、供应商和社区的福祉。
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引用次数: 10
期刊
Journal of Personal Selling & Sales Management
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