In this era of "hypercompetition" and growth of "e-tailing," salespeople are retailers' key advantage. In order to exploit this advantage, retailers need to better utilize their salespeople. Therefore, retailers should understand the role that salespeople play in consumer decision-making and design strategies to enhance the performance of their salespeople and stores. In this regard, the paper examines consumers' persuasion within the context of consumer-salesperson interaction. Some specific strategies to increase consumer persuasion are then discussed. The role of knowledge structures on salespeople's performance is then discussed. Finally, potential managerial implications of the research are discussed.
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