Academic Journal
How business-to-business salespeople deal with buying center dissenters.
| Title: | How business-to-business salespeople deal with buying center dissenters. |
|---|---|
| Authors: | Johnson, Jeff S.1 (AUTHOR) johnsonjs@umkc.edu |
| Source: | International Journal of Research in Marketing. Sep2023, Vol. 40 Issue 3, p590-608. 19p. |
| Abstract: | Salespeople routinely sell to multiple members with influence over the purchasing decision in the customer organization. Given these buying center members' varying needs, wants, perspectives, and motivations, dispositions toward a sales discussion can be heterogeneous. Salespeople may encounter situations in which members of the buying center react positively to the sales discussion, with the exception of a dissenter who exerts a negative impact on the salesperson in the interaction. Through a qualitative research design, this article provides insight into salespeople's approaches in dealing with a dissenter in the buying center. The findings provide an integrated understanding of salespeople's experiences of dissent encounters in business-to-business selling. In-meeting mitigation and post-meeting remediation strategies are advanced along with influencing situational factors. In illustrating how salespeople handle dissenters, the article contributes to scholarship, provides managerial guidance, and advances avenues for future research. [ABSTRACT FROM AUTHOR] |
| Subject Terms: | *Sales personnel, *Consumers, *Purchasing, Dissenters, Experimental design |
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| ISSN: | 01678116 |
| DOI: | 10.1016/j.ijresmar.2023.02.001 |
| Database: | Business Source Complete |