Updating the Adaptive Selling Behaviours: Tactics to Keep and Tactics to Discard

DelVecchio, Susan; Zemanek, James E.; McIntyre, Roger P.; Claxton, Reid P.

doi:10.1362/0267257041838791

Cited by 20 publications

(15 citation statements)

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“…The practitioner and pedagogical literature on sales and selling also provides evidence that recognizing and adapting to nonverbal cues from customers is essential to successful selling and relationship development (DelVecchio, Zemanek, McIntyre, & Claxton, 2004;Szymanski & Churchill, 1990; see Schwepker, 2003, for a review). Indeed, most models of successful selling emphasize a number of factors including skill at detecting verbal and nonverbal cues to the opportunities and problems faced by the customer (e.g., Rentz, Shepherd, Taschian, Dabholkar, & Ladd, 2002).…”

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confidence: 99%

The Effect of Nonverbal Signals on Student Role-Play Evaluations

Taute

Heiser

McArthur

2011

Journal of Marketing Education

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Although salespeople have long been urged to recognize and adapt to customer needs and wants by observing communications style and other cues or signals by the buyer, nonverbal communications by the salesperson have received much less empirical scrutiny. However, nonverbal communications may be important in this context; research in several disciplines intimates that nonverbal signals are equally, perhaps more, important than verbal signals in persuasive communications. In a first study, the authors examined the National Collegiate Sales Contest (NCSC) scoring system in a classroom setting, and on finding a distinct nonverbal contribution to total sales presentation variance, they concluded that appropriate nonverbal signals should receive more weighting in the NCSC scoring system. The authors then reviewed the extant literature for a multiitem measure of nonverbal sales behaviors; finding none, they developed a measure of nonverbal sales behavior in role-play presentations in a second study. The article empirically demonstrates the importance of nonverbal signals in student sales presentations for personal selling instructors and practitioners and describes how specific nonverbal signals may apply differentially to aspects of sales presentations.

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confidence: 99%

The Effect of Nonverbal Signals on Student Role-Play Evaluations

Taute

Heiser

McArthur

2011

Journal of Marketing Education

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“…In order to do so a consultative sales approach prescribes some fundamental steps [18,20,22] The first step is to understand the customer. Whereas in traditional sales and for example in our aerospace case the emphasis is on presenting the technology as if it is a finished product, consultative sales prescribes that the first effort should be on really understanding the customer needs, objectives and also desires and hopes.…”

Section: Discussionmentioning

confidence: 99%

“…Consultative sales (also known as adaptive sales [20]) are complex processes focusing on creating customized solutions to fit each buyer. The focus on the buyer rather then the technology or the seller makes this approach especially interesting for selling new technologies.…”

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confidence: 99%

Selling new technologies; making a convincing business case

Dissel

Probert

Tockenburger

2007

2007 IEEE International Conference on Industrial Engineering and Engineering Management

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Convincing someone to invest in new technologies is one of the most important tasks of technology management and arguably also the most uncertain. Despite the fact that technology managers having a wide range of methods and tools at their disposal to value technologies, the actual process of getting the buy-in and subsequent funds of the board, business units, or external customer is often an unsatisfactory process. In fact very little has been written on the sales process for new technologies. This paper argues that to complement this gap technology managers can learn from existing sales practices and processes by applying consultative sales concepts. The paper reports on an ongoing study and reviews literature on current technology development processes. There appears to be a disconnection in the communication between seller and buyer and the process of establishing what we refer to as a technology-problem combination. This notion is supported using two illustrative cases in the automotive and aerospace industry. The paper concludes by proposing a process to integrate a consultative sales approach for new technologies.

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“…Niche technological characteristics of certain products also means that there is a greater employment of salespeople to communicate more detailed product understanding to buyers, resulting in supposedly deep relationships (Slater, 2014). Effective sales companies, particularly within technology markets, are argued to match the needs of potential buyers and aid them in making decisions about purchasing (Ulaga & Sharma, 2001) by adopting a consultative selling process (Delvecchio, Zemanek, McIntyre & Claxton, 2004) where there is a greater requirement for the seller to ask questions, listen and build rapport (Moncrief, Marshall & Lassk, 2006). However, the marketing of intangible technology such as nano can mean that salespeople sometimes have difficulties in understanding their own firm's products (Ford & Ryan, 1977).…”

Section: The Marketing and Selling Of High-technologymentioning

confidence: 99%

Science ‘fact’ and science ‘fiction’? Homophilous communication in high-technology B2B selling

Dean

Ellis

Wells

2017

Journal of Marketing Management

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Updating the Adaptive Selling Behaviours: Tactics to Keep and Tactics to Discard

Cited by 20 publications

References 0 publications

The Effect of Nonverbal Signals on Student Role-Play Evaluations

The Effect of Nonverbal Signals on Student Role-Play Evaluations

Selling new technologies; making a convincing business case

Science ‘fact’ and science ‘fiction’? Homophilous communication in high-technology B2B selling

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