Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract

This study is rooted in the literature associated with the development of sales relationships (transactional and relational) and key account management, as well as the literature on the growing importance of aligning sales interactions with the buyer’s value perceptions. Relationship marketing continues to advocate the importance of sellers building long-term value in their relationships with their customers. However, there are very few studies investigating what it is that buyers really value in their interactions with sellers or that clearly identifies different types of interaction required. Engaging with customers at the right way by providing the correct level of interaction contributes to the realisation of the relationship potential, but not all customers want the same experience in their interactions with sellers, nor do they require the same type of interaction. This study explores which types of interaction buyers require, depending on the type of relationship that they wish to develop with sellers.

The success of the sales interaction is dependent on the adaptation of the offer through the buyer and seller interactions. Interaction consists of intertwined exchange episodes developed over time, and it has been found that buyers and sellers do not always understand which attributes are valued by the other party. Our research reveals that many buyers felt that their suppliers did not always understand the type of interaction that they were seeking, and therefore they were not always interacting in the manner that was appropriate. If the selling organisation does not understand what is valued in each type of interaction, the salesperson’s time spent in front of the customer may be wasted. To support a new targeted sales operation that leverages different customer relationships, it is necessary that salespeople should interact in a way that is aligned with the attributes that the customer values. However, this research indicates that many organisations were often treating all their customers in the same way, rather than focussing on which type of interaction each customer valued. Sellers should not impose homogeneous messages on all buyers, and by accurately identifying the type of relationship that the customer requires, they should be able to ensure the most productive and beneficial sales outcome for both parties.