To read this content please select one of the options below:

Will the human factors of relationship selling survive in the twenty‐first century?

J.D. Williams (College of Business, Kutztown University, Kutztown, Pennsylvania, USA)
Robert Everett (College of Business, Kutztown University, Kutztown, Pennsylvania, USA)
Elizabeth Rogol (College of Business, Kutztown University, Kutztown, Pennsylvania, USA)

International Journal of Commerce and Management

ISSN: 1056-9219

Article publication date: 26 June 2009

1267

Abstract

Purpose

This paper aims to investigate whether this savored relationship goal within business‐to‐business selling will survive through this century's formidable stumbling blocks. The fundamental question may very well be, if not the present sales model(s) then is it time to formulate a new sales models?

Design/methodology/approach

The research examines the relevant sales challenge elements and sales beneficial factors as components of a new sales return on investment (ROI) model. This has generated a series of subordinate research objectives, which attempt to rationalize the contribution and weighted value of each of the modeled elements. The use of secondary research reveals a consistent thread of relationship‐selling challenges for sales teams.

Findings

Client management and sales are key functions in most organizations, and companies are increasingly realizing the importance of preserving and developing relationships with their existing clients, in addition to developing new clients. The challenge is to manage customers strategically, by constantly expanding the scope of the offering and the strength of the impact on the customer's business performance. Achieving differentiation with strategic customers requires new buyer‐seller relationship strategies that assist customers in implementing their own strategies. The capability to manage strategic customer relationships as the most critical assets in the business remains elusive.

Research limitations/implications

Effective salesperson follow‐up would logically include specific components designed to interact, connect, know, and relate with their customers: interact – the sales person acts to maximize the number of critical encounters; connect – the salesperson maintains contact with the multiple individuals in the buying; know – the salesperson coordinates and interprets the information gathered; relate – the salesperson applies relevant understanding and insight to create value‐added interactions.

Practical implications

The contribution of this paper have been directored towards offering sales and marketing organizations the foundational elements of a grass‐roots ROI modeling technique to apply towards their respective sales endeavors. This author believes that successful implementation of these key factors should enable sales teams and their sale management to achieve their respective institutional sales, client, and growth targets.

Originality/value

This paper adds to the subject knowledge of sales and sales techniques by creating new sales models, which address the twenty‐first century marketing environment challenges.

Keywords

Citation

Williams, J.D., Everett, R. and Rogol, E. (2009), "Will the human factors of relationship selling survive in the twenty‐first century?", International Journal of Commerce and Management, Vol. 19 No. 2, pp. 158-175. https://doi.org/10.1108/10569210910967905

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Related articles