Salesperson Effectiveness: A Behavioral Perspective

Author(s): Kevin Bradford and Barton A. Weitz

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

Salespeople are the principal vehicle through which B2B firms, particularly firms with a complex and differentiated offering, communicate and exchange information with their customers. Wotruba (1991) identifies the following roles for salespeople within a firm’s marketing program: (1) informer; (2) persuader; (3) problem solver; and (4) value creator. This chapter focuses on the different sets of knowledge, skills and abilities required by salespeople in the various roles.
Salespeople

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