Differences In the Importance of Selling Techniques Between Consumer and Industrial Salespeople

Abstract

AbstractThe techniques involved in the personal selling process have been well documented in numerous sources over the years, but little research-based guidance has been provided to aid professional salespeople in the implementation of such techniques. The purpose of this research study is to examine the importance of 84 selling techniques, and cite the similarities and differences between consumer and industrial salespeople. The results indicate that consumer salespeople tend to rely more on other people, community contact, and standardized sales presentations than do industrial salespeople, while the latter rely more on company-supplied resources and partially standardized presentation styles.

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