Exploring the power of adaptive selling techniques on consumers' buying behaviour

Abstract

This article addresses how sales representatives' behaviour in a retailing context influences customer satisfaction, trust, attitudes towards products and buying behaviour. The salespersons' behaviours analysed are derived from commonly suggested personal selling techniques. Although adaptive sales strategies are frequently discussed in marketing literature, the specific influence of adaptive selling techniques on consumers is only analysed rudimentarily in empirical research. This gap is addressed by developing a conceptual framework incorporating important adaptive behavioural selling techniques that are perceived by consumers. Empirical data, analysed in a LISREL approach (n=376), demonstrates different influences of specific behavioural patterns of salespeople on the consumer. Findings suggest that especially techniques relating to salespersons' characteristics and relationships with the consumers influence their decisions more than techniques communicating product information, while communicating low prices in a personal selling setting may even result in reduced perceived product quality. Results will provide managerial implications for both salespeople and management. © 2009 Gabler Verlag | GWV Fachverlage GmbH, Wiesbaden.