A new Journal of Marketing study shows how a salesperson’s effectiveness depends not just on how the salesperson behaves with a focal customer but also on how the salesperson behaves with other customers and company property.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221138302

Read an in-depth recap of this research here: https://www.ama.org/2022/12/13/the-value-of-secondary-selling-how-salesperson-behavior-beyond-the-salesperson-customer-dyad-generates-higher-sales-and-customer-satisfaction/

Reference:

Molly R. Burchett, Brian Murtha, and Ajay K. Kohli, “Secondary Selling: Beyond the Salesperson–Customer Dyad,” Journal of Marketing. doi:10.1177/00222429221138302

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: sales, retail, secondary selling, persuasion knowledge, reactance, selling effectiveness, social research

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Sell More to a Customer by Treating Other People and Property Considerately