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No conversion, no conversation : consequences of retail salespeople disengaging from unpromising prospects
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Cron, William L., Alavi, Sascha, Habel, Johannes, Wieseke, Jan and Ryari, Hanaa (2021) No conversion, no conversation : consequences of retail salespeople disengaging from unpromising prospects. Journal of the Academy of Marketing Science, 49 (3). pp. 502-520. doi:10.1007/s11747-020-00763-x ISSN 0092-0703.
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WRAP-No-conversion-no-conversation-consequences-of-retail-salespeople-disengaging-from-unpromising-prospects-Habel-2021.pdf - Published Version - Requires a PDF viewer. Available under License Creative Commons Attribution 4.0. Download (567Kb) | Preview |
Official URL: http://dx.doi.org/10.1007/s11747-020-00763-x
Abstract
On encountering a prospect whom they believe unlikely to make a purchase, some retail salespeople adopt a sales strategy of limiting engagement with the customer, relying on a “no conversion, no conversation” (NC2) sales strategy. Is this a good or bad sales strategy? Based on a multisource dataset combining salespeople and objective sales performance data, the authors examine retail salespeople’s performance consequences of disengaging from a customer, i.e., of the NC2 sales strategy. Higher sales performance and sales growth arises from the use of an NC2 sales strategy when (1) salespeople are experienced professionals skilled in gauging customers’ purchase likelihood, (2) store traffic is high, and (3) salespeople are oriented to building lasting customer relationships. However, (4) when store traffic is low and peers use the NC2 sales strategy as well, this customer disengagement strategy yields lower returns for salespeople.
Item Type: | Journal Article | ||||||||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||||||
Library of Congress Subject Headings (LCSH): | Customer services, Customer relations, Relationship marketing, Retail trade -- Employees, Clerks (Retail trade) -- Attitudes | ||||||||||
Journal or Publication Title: | Journal of the Academy of Marketing Science | ||||||||||
Publisher: | Springer | ||||||||||
ISSN: | 0092-0703 | ||||||||||
Official Date: | May 2021 | ||||||||||
Dates: |
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Volume: | 49 | ||||||||||
Number: | 3 | ||||||||||
Page Range: | pp. 502-520 | ||||||||||
DOI: | 10.1007/s11747-020-00763-x | ||||||||||
Status: | Peer Reviewed | ||||||||||
Publication Status: | Published | ||||||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||||||
Date of first compliant deposit: | 17 August 2022 | ||||||||||
Date of first compliant Open Access: | 24 August 2022 |
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