The effect of salesmanship on influencing customer perceptions

Abstract

Purpose: The purpose of this dissertation is to study the effect of salesmanship on influencing customer perceptions about the store and the brand, specifically related to technological products. Methodology: Secondary data was obtained from journals and books related to the topic. Two types of research tools were used: one-to-one semi-structured interviews to gain a deeper understanding of the subject and to pick up any other characteristics that customers look for in salespersons and; self-administered online surveys to identify the characteristics customers look for in the salesperson and the effect of the salesperson on the purchase decision. Findings: The findings show that the salesperson’s performance, personality traits and characteristics are very important factors influencing the customer’s perceptions and decisions related to purchase. However, it has been noted that characteristics related to convenience, urgency-to-buy, the product and the brand, the store, other marketing mix elements, word-of-mouth and online research tend to be additional major determinants to such decisions. Research Limitations/ Implications: As customers did not undergo a buying experience at the point of research, the obtained results were recalled from memory. With neuro-marketing technology, researchers might gain a deeper understanding of the customer’s mental reactions to different situations related to the topic dealt within this research study. Practical Implications: This research enables marketers to develop a customer relationship management process that is based on the findings of this research study. It assists managers to use the identified criteria as measures in the selection of people recruited for the role of salespersons. Originality/ Value: Firms must reconsider the ways of recruiting their salespeople who act as ambassadors of their brand or company in order to make the customers’ experience more pleasing and attractive.