Starting conversations with new customers: a research note on the moderating effect of experience on responses to small talk

In this research note, we explore when salespeople should begin conversations with new customers with small talk. During initial meetings with customers, salespeople can choose to begin with small talk about topics not related to the task to break the ice or they can move straight to business and provide task-relevant information. Both approaches have garnered some support from different literature streams, and it remains unclear which approach is best. In two experiments with 399 and 365 respondents respectively, we compare customers' responses to small talk versus task talk initiated by salespeople during an initial meeting. We consider whether the customer's previous level of experience with the offering category moderates the effects and explore an explanatory mechanism for why this occurs. Findings indicate that customers' responses to small talk versus task talk vary depending on their level of experience. When the salesperson starts with small talk, novice customers' intentions to do business with the salesperson increase because small talk makes them feel more comfortable. We conclude that salespeople should consider a customers' level of experience and adapt their communication tactics accordingly.