6 drivers of change in relationship selling and sales management

Better Essays
International Journal of Business and Management

August, 2009

Salesperson Professional Selling and the Effect on Buyer and Salesperson Relationship
Maznah Wan Omar
Faculty of Business Management, Universiti Teknologi MARA
Kedah, Malaysia
Tel: 60-4-4562-550


Kamaruzaman Jusoff (Corresponding author)
Department of Forest Production, Faculty of Forestry, Universiti Putra Malaysia
43400 UPM Serdang, Selangor, Malaysia
Tel: 60-3-8946-7176


Mohd Noor Mohd Ali
Department of Physics, Universiti Teknologi MARA
Pulau Pinang, Malaysia
Tel: 60-4-4243-069


Regardless of the growing importance and emphasis on
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Marshall et al., (1999), interviewed a diversity of professional salespeople to give evidence for 49 new sales activities that were not pointed out in Moncrief’s (1986) original list. These latest activities fall into the following main categories: communication technology, selling technology, activities related to adaptive and consultative selling, and team-oriented activities. Many of the specific activities within these categories involve skills and content knowledge dissimilar from those traditionally observed in the past as key salesperson success factors.
This study therefore investigates the salesperson professional selling (salesperson knowledge and adaptive selling) and the effect on buyer and salesperson relationship through customer loyalty, in the Malaysian retail sector. Oliver’s (1997) model which follows the cognition-affect-conation pattern is use in the development of this study.
2. Methods
2.1 Sampling design
To have a representative finding, the sampling technique used must be objective. This is an important effort adopted by most researchers in order to furnish a finding pertinent to the general. To choose the sample for this study, probability random sampling was used. A probability sample is necessary if the sample is to be representative of the population
(Reeves, 1992). Therefore, a two-stage systematic sampling technique is employed in this study.
2.2 Population and sample size
The unit of analysis for
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