Influence Tactics for Effective Adaptive Selling  

Oleh:

McFarland, Richard G. ; Challagalla, Goutam N. ; Shervani, Tasadduq A.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 4 (Okt. 2006), page 103-117.
Topik: adaptive behavior; tactics; effective adaptive selling

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The adaptive selling literature identifies effective salespeople as those who match their influence tatics to suit the characteristics of buyers. However prior research is largely silent on the specific ingluence tactics that salespeople use and the effectiveness of these tactics across different types of buyers. The authors propose a theoretical model that uses kelman's (1961) underlying influence processes of internalization, compliance and identification to identity the seller influence tactics that salespeople use and to assess which of these tactics will resonate with three types of buyers, task oriented buyersm interaction oriented buyers, and self oriented buyers. The authors test their model with data from 193 bidirectionally matched buyers aer more complex than originally presumed. However salespeople seem to recognize this complexity and use the combination of influence tactics prescribed by theory for persuading these recognize this complexity and use the combiantion of influence tactics prescribed by theory for persuading these types of buyers.

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