Personal selling and sales management: A relationship marketing perspective
Barton A. Weitz, Kevin D. Bradford
Journal of the Academy of Marketing Science · 1999 · Volume 27 · Issue 2
Abstract
The authors examine how the practice of personal selling and sales management is changing as a result of the increased attention on long-term, buyer-seller relationships and identify some implications of these changes. Changes in the traditional personal selling and sales management activities are needed to support the emergence of the part-nering role for salespeople. For salespeople in the part-nering role, the personal selling shifts from a focus on influencing buyer behavior to managing the conflict inherent in buyer-seller relationships. The emphasis on building relationships rather than making short-term sales and the use of sales teams dictates changes in the way firms select, train, evaluate, and compensate salespeople and members of sales teams. In this article, the authors have suggested some issues concerning the emerging partnering role for salespeople that deserve the attention of scholars interested in personal selling and sales management research.
Keywords
Relationship Quality, Conflict Management, Sales Management, Personal Selling, Industrial Market Management
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