Building Effective buyer seller dyadic relationship
•Download as PPTX, PDF•
1 like•474 views
This document discusses building effective buyer-seller relationships through adaptive selling. It proposes classifying customer behaviors and adapting sales behaviors to match customers to understand their needs better and make persuasive sales. It presents a dyadic model where relationships vary depending on the exchange nature and grow progressively or remain static. A conceptual framework is outlined involving product/organizational/personal factors, seller communication, communication style interactions, and transaction outcomes. Methods are described to assess personality temperaments, value systems, and interpersonal satisfaction between buyers and sellers.
Recommended
More Related Content
Similar to Building Effective buyer seller dyadic relationship
Similar to Building Effective buyer seller dyadic relationship (20)
Recently uploaded
Recently uploaded (10)
Building Effective buyer seller dyadic relationship
- 1. BUILDING EFFECTIVE BUYER- SELLER DYADIC RELATIONSHIPS
- 2. Personal Selling Adaptive Selling • Classifying the behaviors of customers • Adapting their behaviors to match those of customers • Approaching customer & trying to understand their needs • Trying to make sale through persuasion
- 3. TEAM.. SAYEDA TAMANNA JAHAN 140312 ROZINA KHATUN 140316 CHAITI MONI DEBNATH 140322 Group Members COSMOS
- 4. High Level of customer satisfaction Offensive Attracting New Customer Defensive Creating Brand Royalty
- 7. Aspects Of Personality • Innate • Non verbal overt behaviors Temperament • Sets of Standards • Use of Knowledge Value System
- 8. Interpersonal Satisfaction Emotional Response Evaluation of interactions Acquisition of Goods & Services
- 9. S-R Model Behavior is dependent on Situation or Environment Complexity of human behavior Why characteristics cause certain effects Suggests-- --Ignores Does not Explain--
- 10. • Depending upon the nature of the exchange relationship • Growing progressively • Static in nature and that do not change as part of the social relationship Dyadic Model DYAD VARIES-
- 11. • Product, organizational, and personal factors First • Seller communicationSecond • Interaction of communication styles of buyer and seller.Third • Outcome of the transactionFourth Conceptual framework
- 16. PPA- Assess temperaments according to Marston’s theory Determines the dominant temperament Consists of twenty-four tetrads of descriptive words. Operationalization of temperament Construct
- 17. Determination of Dominant Temperament Type Individual behavior and perception in the work environment The behavior of the individual at home The way of individual’s seeing himself or herself.
- 18. Operationalization of the Value System Construct Determination of Dominant Value System Type Operationalizing Interpersonal Satisfaction
- 20. Interpersonal satisfaction and repurchase intention of a customer Interpersonal Satisfaction Positive Correlatio n Repurchase Intention
- 21. Self-Selection of Purchasing Agent Participants “Fit” of their value systems Like to call satisfactory customer
- 22. Effects of Non-Random Selection of Salespeople Purchasing agents felt low interpersonal satisfaction Small Difference between matched and unmatched dyads Experiencing relatively high levels of interpersonal satisfaction.
- 23. THANK YOU
Editor's Notes
- Two types of selling mentioned in the research paper. 1 is personal selling another Adaptive selling In Personal selling seller try approaches, tries to understand customer needs then persuade customer Adaptive selling is the core concept in adaptive selling. In Adaptive selling salesperson classifies the behaviors of customers and then adapt their behaviors to match those of customers.
- “The order of the day” of todays presentation is to derive phenomena of effective Buyer seller Dyadic Relationship. As depicted in the research paper, we can see there are different distinctive elements to build up the long term relationship. Elements will be discussed throughly
- Rozina: Zeithaml, Berry and Parasuraman (1996) contend that high levels of customer satisfaction serve both offensive and defensive purposes for marketers. Used as an offensive tool, customer satisfaction may attract new customers, while used as a defensive tool it may create brand loyalty and thus keep present customers from defecting. In short, high customer satisfaction is an indispensable means of creating a lasting competitive advantage
- tamanna
- D: Task oriented, take control, high energy, think strategically Speak with authority and emphasis Direct, quick, forceful, interrupt others I: Need social interaction and relationships, Extroverted Large vocabularies, articulate, many gestures Like to talk, may stray from topic, talk feelings and ideas S: Supportive of others, deliberate behaviors, shy, team player Speak slowly, hesitantly, deliberately, Take time to open up, suggest or imply, quiet C: Detail thinker, high standards, picky, orderly Slow and soft pattern of speech Distant, question details, need time for processing
- TISHA: 2 aspects Temperament is innate and is very influential in determining non-verbal overt behaviors such as speech patterns (volume, fluency, and speed), extroversion or introversion, gait, and body language. Value Systems are sets of standards, principles, and values which influence decisions we make and volitional aspects of behavior that reflect how we use our knowledge (Optional): The four archetypal value systems in Massey’s framework are Traditionalist, Challenger, In-betweener, and Synthesizer (also referred to as T-, C-, I-, and S-type value systems)
- Kulsum: interpersonal satisfaction is an emotional response to a salesperson resulting from evaluation of one’s interactions with that salesperson during the shopping, negotiating, payment, delivery, and post-delivery usage stages of acquisition of a good or service. Interpersonal satisfaction psychological attributes of customers and salespeople are important in determining the level of interpersonal satisfaction The research described here examines the influence of two aspects of the personalities (referred to here as temperament and value system)
- suggest_this model suggests that a person’s behavior is dependent upon either the situation in which he or she is operating (i.e. his or her environment) or upon his or her situation and personal attributes The S-R model ignores the complexities of human behavior as displayed in purposeful behavior, information seeking, cognitive processes, and social relationships In addition, it does not explain why characteristics cause certain effects but, rather, is limited to describing behaviors and predicting outcomes. Finally,the internal and external validities have been challenged as the result of certain anomalies (Bagozzi, 1976). As Bagozzi (1976) states, the S-R approach focuses “primarily on the behavior of single actors and rel[ies] on unilateral influence principles.”
- Chaity:
- Kulsum: TISHA
- Chaity:
- Rozina
- Chaity
- Rozina: The instrument designed by Thomas Hendrickson, called the “Personal Profile Analysis” (PPA), to assess temperaments according to Marston’s theory was used Downloaded by Khulna University At 01:27 06 February 2017 (PT) Building Effective Buyer-Seller Dyadic Relationships 307 in this study to determine the dominant temperament-types of the subjects. The PPA instrument consists of twenty-four tetrads of descriptive words.
- TISHA: Matching of dominant temperament-types of salespeople and customers in dyads was determined by the dominant temperament-type of each without regard to the strength or intensity (height of the bar on the bar graph) of that temperament type. For example, if the dominant temperament-type of the salesperson was “challenger,” then the dyad was considered matched if the customer’s dominant temperament-type was also “challenger,” regardless of the intensity of that temperament-type for either party. Otherwise, the dyad was considered unmatched with respect to temperaments.
- Tamanna Repurchase intention of customer is based upon combination of customer’s Loyalty, customer satisfaction & and service quality of the organization
- NAYAN:
- NAYAN: