Buyer-Seller Interactions in Mature Industrial Markets-Blurring the Relational Transactional Selling Dichotomy

From The Journal of Personal Selling and Sales Management, Summer 2011

Sales practitioners continue to come to terms with the selling conditions of mature consumer and business markets. Mature markets display signs such as cost-focused competition, similarity in the perceived functionality of offerings, and multiple suppliers vying for highly knowledgeable and powerful customers. While researchers have noted that in mature industrial markets the relationship to sales personnel can be an important differentiator for buyers, sales research has not specifically (...)

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