Secondary Selling: Beyond the Salesperson–Customer Dyad

说服 二元体 业务 客户保留 营销 个人销售 电抗 广告 客户宣传 销售管理 促销 心理学 服务(商务) 服务质量 电压 物理 社会心理学 量子力学
作者
Molly R. Burchett,Brian R. Murtha,Ajay K. Kohli
出处
期刊:Journal of Marketing [SAGE]
卷期号:87 (4): 575-600 被引量:12
标识
DOI:10.1177/00222429221138302
摘要

A study involving unobtrusive observations of salespeople's behaviors in sales settings surfaces a novel insight: a salesperson's selling effectiveness with a customer may be enhanced by the way the salesperson interacts with secondary entities, such as objects and people outside the core salesperson–customer dyad. Based on this insight and social interest theory, this research introduces the construct of secondary selling. It refers to a salesperson interacting with secondary entities in a manner that indicates to a focal customer that the salesperson values these entities. The pattern of results from four follow-on studies using multiple methods and data sources indicates that, in general, secondary selling reduces a focal customer's reactance to a salesperson's recommendations, which leads to higher sales revenue and customer satisfaction. Customers with high persuasion knowledge (compared with customers with lower persuasion knowledge) are more favorably influenced by secondary selling involving company property but less favorably influenced by secondary selling involving nonfocal customers. In addition to reducing a focal customer's reactance to sales recommendations, secondary selling also helps primary selling (targeted at a focal customer) reduce the customer's reactance to a greater extent. Overall, the results provide evidence of the pervasive and influential role of secondary selling in boosting sales revenue and customer satisfaction in sales exchanges.
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