Paper info: The Two Minds of the Buyer: The Difference in Expectations and Perceptions towards Sales Personnel in Turbulent Market Contexts
Title
The Two Minds of the Buyer: The Difference in Expectations and Perceptions towards Sales Personnel in Turbulent Market Contexts
Authors
Barbara Caemmerer
Place of Publication
The paper was published at the 27th IMP-conference in Glasgow, Scotland in 2011.
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Abstract
ABSTRACT
In current turbulent times, organisations have to adapt to rapidly changing market conditions
in order to attract and retain clients. According to our quantitative study in which we
compared clients’ expectations and perceptions, the key to a successful adaptation in complex
sales contexts lies in increasing salespeople’s levels of expertise, as it has a direct impact on
perceived value and loyalty intentions. Moreover, expectations about a salesperson’s empathy
seem to be the deciding factor for clients engage with the firm initially, whereas perceptions
of a salesperson’s knowledge contribute to loyalty.
Keywords: sales personnel, expectations, perceptions, client, expertise, knowledge, loyalty
In current turbulent times, organisations have to adapt to rapidly changing market conditions
in order to attract and retain clients. According to our quantitative study in which we
compared clients’ expectations and perceptions, the key to a successful adaptation in complex
sales contexts lies in increasing salespeople’s levels of expertise, as it has a direct impact on
perceived value and loyalty intentions. Moreover, expectations about a salesperson’s empathy
seem to be the deciding factor for clients engage with the firm initially, whereas perceptions
of a salesperson’s knowledge contribute to loyalty.
Keywords: sales personnel, expectations, perceptions, client, expertise, knowledge, loyalty