Examines the responses of national account decision makers to open‐ended questions asking for their views on what salespeople need to do to build relationships, and categorizes the results. Eight categories of responses were found. These categories address a number of salesperson behaviors and attitudes ‐ some of which have not been empirically examined in the sales literature. Based on the findings of this study, presents managerial and theoretical implications of these results and implications for future research into buyer‐seller relationships.
Boles, J. and Barksdale, H. (1996), "What national account decision makers would tell salespeople about building relationships", Journal of Business & Industrial Marketing, Vol. 11 No. 2, pp. 6-19. https://doi.org/10.1108/08858629610117134Download as .RIS
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