The goal of this study is to provide a structural mapping of resources available to salespeople that can be applied diﬀerentially to enhance their eﬀectiveness with different customer types and generate new sales opportunities. The study first sought to identify what resources (external and internal) are easily accessible or available to salespeople. An extensive review of past studies in sales lead the authors to identify the following three external and four internal resources available to salespeople.
Depending on whether a relationship is at its beginning or at a progressed stage, different factors drive various forms of trust. Suppliers must develop a variety of strategic tools to meet the needs of customers at different stages.
This article challenges sales managers to think critically about collaborating with top customers. Instead, the authors suggest managing the closeness of the relationship by assessing the true benefits that come from collaboration.
Relationships are important in business-to-business marketing, but defining what is meant by “relationship” is difficult.
Salespeople are often required to manage relationships with different stakeholders to effectively provide sale offerings to their customers. This study looked at how three types of tactics used by salespeople affected three groups of constituents.