Who prefers key account management programs? An investigation of business buying behavior and buying firm characteristics

Article Abstract:

This paper examines the types of business customers that prefer key account programs and provides guidelines for selecting key account program customers. The article reports the results of a survey of the customers of a high-technology telecommunications product. In the survey, the decision-making process involved in the buying of products as well as the demographic characteristics of firms were ascertained. Firms' preference toward key account programs was also determined. The data suggests that firms that make buying decisions based on multi-functional and multi-level inputs, and take a longer time to make decisions, prefer key account programs. Demographically, these firms are larger and predominantly for-profit. The results provide directions for future theoretical investigations and applications in sales management. (Reprinted by permission of the publisher.)

Communications Equipment, Other Communications Equipment Manufacturing, Communications Eqp ex Broadcast, Purchasing, Telecommunications equipment, Marketing, Business-to-business market, Business to business market, Key accounts

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The persuasive effect of salesperson credibility: conceptual and empirical examination

Article Abstract:

There has been extensive research on the effect of source credibility on persuasion in social psychology. This paper suggests that some of the research on source credibility in social psychology may not be valid in a personal selling situation. Thus, in a personal selling situation, relationships between buyer's prior expectations and effect of salesperson credibility are proposed and tested experimentally. Some direct effects of salesperson credibility were observed which were as suggested by social psychology research. However, inverse persuasive effects of salesperson credibility predicted by social psychology research were not observed. Managerial implications of the research are suggested and directions for future research proposed. (Reprinted by permission of the publisher.)

Psychological aspects, Selling, Social psychology, Truthfulness and falsehood

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Customer satisfaction-based incentive systems: some managerial and salesperson considerations

Article Abstract:

As the emphasis on relationships with customers increases, managers feel that customer satisfaction should be an important objective of sales organizations. For example, a significant portion of the incentive pay for IBM's salesforce is based on customer satisfaction ratings. The efficacy of compensating salespeople based on customer satisfaction ratings, however, is not well documented. The paper focuses on the perspective of the salesperson and suggests that the implementation and consequences of compensation systems based on customer satisfaction ratings are neither sample nor intuitive. Managerial implications of the findings and future research opportunities are highlighted. (Reprinted by permission of the publisher.)

Compensation and benefits, Customer satisfaction, Incentives (Business), Sales personnel, Salespeople

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