Building expert systems from the selling scripts of multiple experts

Abstract

Expert systems seek to solve problems by using a computer to apply reasoning methodologies to knowledge in a specific domain in order to render advice or recommendations, much like a human expert. Presents a methodology which uses the behavioral rules of multiple expert salespeople to develop a prototype of a flexible, yet systematic, sales expert system. The prototype expert system in this study was built using the selling scripts and if‐then contingency rules of expert salespeople in the insurance industry. The system mimics the selling process for interviewing, qualifying, and scheduling an appointment with an insurance prospect. While the expert system describes a relatively simple selling process, relative to the complexity of an actual face‐to‐face sales call, the procedure described is quite general.

Citation

Ainscough, T.L., DeCarlo, h.E. and Leigh, h.W. (1996), "Building expert systems from the selling scripts of multiple experts", Journal of Services Marketing, Vol. 10 No. 4, pp. 6-17. https://doi.org/10.1108/08876049610124563