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Relational selling behavior and skills in long-term industrial buyer-seller relationships

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  • Biong, Harald
  • Selnes, Fred

Abstract

Marketing is no longer regarded as a series of independent transactions, but as a dynamic process of establishing and maintaining relationships. In spite of the acknowledged importance of relationship marketing, relational selling behavior and skills appear to be understudied. The authors examine how selling behaviors and skills affect relationship continuity. In contrast to much of the literature, which appears to suggest that relational selling behavior and skills are universally effective, their study among industrial customers shows that the effects of some selling behaviors and skills are contingent on the degree of supplier dependence. Personal similarity, for example, is most effective in low dependence relationships, whereas the negative effects of aggressive selling are less in high dependence relationships. Furthermore, the results suggest that communication and conflict handling have a universally positive impact on relationship continuity.

Suggested Citation

  • Biong, Harald & Selnes, Fred, 1995. "Relational selling behavior and skills in long-term industrial buyer-seller relationships," International Business Review, Elsevier, vol. 4(4), pages 483-498.
    • Handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:483-498
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    References listed on IDEAS

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    1. Erin Anderson & Barton Weitz, 1989. "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, INFORMS, vol. 8(4), pages 310-323.
    2. William G. Ouchi, 1979. "A Conceptual Framework for the Design of Organizational Control Mechanisms," Management Science, INFORMS, vol. 25(9), pages 833-848, September.
    3. Behrman, Douglas N. & Perreault, William Jr., 1982. "Measuring the performance of industrial salespersons," Journal of Business Research, Elsevier, vol. 10(3), pages 355-370, September.
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    Cited by:

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    3. Franck Brulhart, 2002. "Le rôle de la confiance dans le succès des partenariats verticaux logistiques:le cas des coopérations entre industriels agro-alimentaires et prestataires logistiques," Revue Finance Contrôle Stratégie, revues.org, vol. 5(4), pages 51-77, December.
    4. Odekerken-Schroder, Gaby & De Wulf, Kristof & Schumacher, Patrick, 2003. "Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality," Journal of Business Research, Elsevier, vol. 56(3), pages 177-190, March.
    5. Amal R. Karunaratna & Lester W. Johnson, 2015. "Management of Exporter-Overseas Channel Intermediary Relationships," International Journal of Business and Social Research, LAR Center Press, vol. 5(1), pages 33-46, January.
    6. Mohammad Ovais & Mohammad Imran Wazir & Owais Mufti, 2011. "Pharmaceutical Personal Selling: Problems Prospects and Importance of Strategic Relationship Marketing," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 3(2), pages 1, October.
    7. Sheth, Jagdish N. & Parvatiyar, Atul & Sinha, Mona, 2012. "The conceptual foundations of relationship marketing: Review and synthesis," economic sociology. perspectives and conversations, Max Planck Institute for the Study of Societies, vol. 13(3), pages 4-26.

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