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首页> 外文期刊>Journal of Marketing >When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters
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When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters

机译：客户何时真正成为国王？销售遇到的销售人员客户导向的最佳水平

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摘要

In today's age of relational selling, a key challenge for salespeople is to determine the degree to which their customer-oriented behaviors drive sales performance. Therefore, this study analyzes whether a salesperson's customer orientation in sales encounters has an optimum level with regard to sales performance and customer attitudes. Using triadic data from a cross-industry survey of 56 sales managers, 195 sales representatives, and 538 customers, the authors provide strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance, whereas the effect of customer orientation on customer attitudes is continuously positive. Moreover, the findings reveal that the optimum level of customer orientation with regard to sales performance is higher for salespeople selling individualized products, in firms pursuing a premium price strategy, and in markets with a high degree of competitive intensity.
机译：在当今的关系销售时代，对于销售人员而言，一项关键挑战是确定其以客户为导向的行为对销售业绩的影响程度。因此，本研究分析了销售人员在销售遇到的客户导向是否在销售绩效和客户态度方面具有最佳水平。作者使用对56位销售经理，195位销售代表和538位客户的跨行业调查得出的三元数据，为销售人员以客户为导向的曲线形倒U形影响销售业绩提供了有力的经验支持，而对以客户为导向的客户态度一直是积极的。此外，研究结果表明，对于销售个性化产品的销售人员，追求高价策略的公司以及竞争激烈程度较高的市场，针对销售业绩的最佳客户导向水平更高。

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