How accurate are salespersons' perceptions of their customers?

Arun Sharma, Douglas M. Lambert

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

The accuracy of salespersons' perceptions of their customers can have a significant effect on corporate profitability. Aside from the impact on short-term sales performance, inaccurate information from the salesforce can adversely affect the quality of long- term, strategic plans. An earlier study by the authors reported on the mean level of error of salespeople in predicting their customers' perceptions in the chemical industry [1]. This article extends the research and examines two related issues. First, are salespeople equally inaccurate across industries? The article compares salesperson accuracy from chemical, high-technology, and service industries. Second, are sales managers and customer contact personnel more accurate than salespeople? The article funds that salespeople are on the average inaccurate and emphasizes that the determination and improvement of salespersons' accuracy should be an essential part of the management of the sales force.

Original languageEnglish (US)
Pages (from-to)357-365
Number of pages9
JournalIndustrial Marketing Management
Volume23
Issue number4
DOIs
StatePublished - Jan 1 1994

Fingerprint

Salesperson
Salespeople
Profitability
Customer contact
Service industries
Sales performance
High technology industry
Salesforce
Personnel
Strategic plan
Industry
Chemical industry
Sales manager
Customer perception
Sales force

ASJC Scopus subject areas

  • Marketing

Cite this

How accurate are salespersons' perceptions of their customers? / Sharma, Arun; Lambert, Douglas M.

In: Industrial Marketing Management, Vol. 23, No. 4, 01.01.1994, p. 357-365.

Research output: Contribution to journalArticle

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