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| Author: | Wagner, J. A. Klein, N. M. Keith, J. E. |
| Title: | Selling Strategies: The Effects of Suggesting a Decision Structure to Novice and Expert Buyers |
| Journal: | Journal of the Academy of Marketing Science
2001 : SUMMER, VOL. 29:3, p. 289-306 |
| Index terms: | SELLING STRATEGY BUYING DECISION MAKING |
| Language: | eng |
| Abstract: | This research investigates the impact of selling strategies on selling effectiveness. The authors compare two selling strategies: (1) an agenda strategy, in which a salesperson attempts to influence the structure of the buyer's decision by suggesting constraints that eliminate competitive products from consideration, and (2) a more typical selling strategy that summarizes the target product's benefits. The results show that when sellers use an agenda selling strategy, target products receive higher evaluations and have higher probabilities of being considered and chosen. Buyer expertise moderates this effect, with the agenda strategy in most cases having more impact on novice buyers than on expert buyers. |
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