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2015 | OriginalPaper | Chapter

Dynamically Adapting Sales Influence Tactics in E-Commerce

Authors : Maurits Kaptein, Petri Parvinen

Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Publisher: Springer International Publishing

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Salesmen have a set of sales influence tactics (SITs) at their disposal when approaching customers in a face-to-face setting. This paper argues that in order to transform e-commerce into e-selling, SITs need be able to be adapted to individual customers rather than the average customer. Next, via a field experiment, we show that the revenue of an e-commerce platform can be increased by dynamically adapting SITs to individual customer responses. We explain how sales professionals can modify their e-commerce platforms to implement the same personalization they use in face-to-face selling.

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Metadata
Title
Dynamically Adapting Sales Influence Tactics in E-Commerce
Authors
Maurits Kaptein
Petri Parvinen
Copyright Year
2015
Publisher
Springer International Publishing
Book
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Print ISBN: 978-3-319-10911-4

Electronic ISBN: 978-3-319-10912-1

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-10912-1_146