The accuracy of salespersons’ perceptions of their customers: Conceptual examination and an empirical study

Douglas M. Lambert, Howard Marmorstein, Arun Sharma

Research output: Contribution to journalArticle

40 Scopus citations

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 sales force can adversely affect the quality of long term, strategic plans. Yet, a review of the literature uncovered only two empirical studies which examined salespersons' accuracy. The current paper presents a conceptual discussion and empirical study of the antecedents and consequences of the accuracy of the salespersons' perceptions. The paper emphasizes that the determination and improvement of salesrersons' accuracy should be an essential part o the management of the salesforce.

Original languageEnglish (US)
Pages (from-to)1-9
Number of pages9
JournalJournal of Personal Selling and Sales Management
Volume10
Issue number1
DOIs
StatePublished - Jan 1 1990

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

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