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Are Salespeople Relationship Oriented? (And Do They Need To Be?) A Study Based on the New Zealand Wine Industry

Michael Beverland (UNITEC: Institute of Technology, Auckland, New Zealand)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 1999

159

Abstract

Despite the important role of salespeople in forming relationships with customers, little research has been carried out in this area. Based upon a series of interviews and a large‐scale survey of salespeople in the New Zealand wine industry this paper argues that the role of salespeople is vital in forming long‐term relationships with retailers and distributors. The paper examines, in detail, strategies used by salespeople to create and maintain relationships, avoid the loss of key accounts and the support that an organisation can provide to assist salespeople in this area. Results highlight the importance of constant calls, communication, product support and partnering in forming relationships with customers.

Keywords

Citation

Beverland, M. (1999), "Are Salespeople Relationship Oriented? (And Do They Need To Be?) A Study Based on the New Zealand Wine Industry", International Journal of Wine Marketing, Vol. 11 No. 1, pp. 47-64. https://doi.org/10.1108/eb008690

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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