Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/287265 
Erscheinungsjahr: 
2021
Quellenangabe: 
[Journal:] Journal of the Academy of Marketing Science [ISSN:] 1552-7824 [Volume:] 49 [Issue:] 3 [Publisher:] Springer US [Place:] New York, NY [Year:] 2021 [Pages:] 502-520
Verlag: 
Springer US, New York, NY
Zusammenfassung: 
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.
Schlagwörter: 
Personal selling
Time allocation
Decision strategy
Intuition
Salesperson–customer relationships
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