Approaches to the study of personal selling have undergone a dramatic and rapid shift in recent years. Traditionally, personal selling has been viewed as an interpersonal interaction process, but only the most recent conceptualizations of selling have captured the real meaning of this definition. Most of the voluminous literature on selling has been written in an intuitive “how to” vein and has little, if any, scientific foundation. Much of the work done with a scientific perspective has focused on identification of personality, socioeconomic, and physical factors that would be helpful in predicting performance of sales personnel. Recently, however, a number of models have been proposed that are more complete explanations of the selling process. These newer approaches more adequately reflect the conception of personal selling as an interpersonal interaction process. Furthermore, these new approaches have important implications for both managers and re-searchers because the selling task is viewed more realistically as a complex process involving inter-personal, organizational, and situational dynamics.
ASJC Scopus subject areas
- Human Factors and Ergonomics
- Management of Technology and Innovation