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2020 | OriginalPaper | Chapter
Study 1: Opportunity Management
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The effectiveness of salespeople in customer interactions is critical to the success of customer relationship management (CRM). Salespeople play a key role in retaining existing customers (Weitz and Bradford 1999) but are even more critical in personal selling to acquire new customers. Even when winning customers is a sufficient condition for retaining customers and therefore not less relevant, customer retention dominates strongly in CRM literature (Thomas et al. 2004; Ang and Buttle 2006; Bolton and Tarasi 2007). Thus, more research is needed concerning the effectiveness of selling in the process of customer acquisition.