No conversion, no conversation
- 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" (\(NC^{2}\)) 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 \(NC^{2}\) sales strategy. Higher sales performance and sales growth arises from the use of an \(NC^{2}\) 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 \(NC^{2}\) sales strategy as well, this customer disengagement strategy yields lower returns for salespeople.
| Author: | William L. CronGND, Sascha AlaviGND, Johannes HabelGND, Jan WiesekeGND, Hanaa RyariGND |
|---|---|
| URN: | urn:nbn:de:hbz:294-96647 |
| DOI: | https://doi.org/10.1007/s11747-020-00763-x |
| Parent Title (English): | Journal of the Academy of Marketing Science |
| Subtitle (English): | consequences of retail salespeople disengaging from unpromising prospects |
| Publisher: | Springer Netherlands |
| Place of publication: | Dordrecht |
| Document Type: | Article |
| Language: | English |
| Date of Publication (online): | 2023/02/17 |
| Date of first Publication: | 2021/01/13 |
| Publishing Institution: | Ruhr-Universität Bochum, Universitätsbibliothek |
| Tag: | Decision strategy; Intuition; Personal selling; Salesperson-customer relationships; Time allocation |
| Volume: | 49 |
| First Page: | 502 |
| Last Page: | 520 |
| Note: | Dieser Beitrag ist auf Grund des DEAL-Springer-Vertrages frei zugänglich. |
| Institutes/Facilities: | Sales Management Department |
| Dewey Decimal Classification: | Sozialwissenschaften / Wirtschaft |
| open_access (DINI-Set): | open_access |
| faculties: | Fakultät für Wirtschaftswissenschaft |
| Licence (English): |  Creative Commons - CC BY 4.0 - Attribution 4.0 International |
