Generating Leads with Sequential Persuasion: Should Sales Influence Tactics be Consistent or Complementary?
| Autor: | Essi Pöyry, Richard G. McFarland, Petri Parvinen |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
Persuasion
media_common.quotation_subject Human Factors and Ergonomics email marketing Management of Technology and Innovation 0502 economics and business Marketing ta512 Financial services media_common direct sales business.industry Field (Bourdieu) 05 social sciences direct marketing Advertising lead generation sequential persuasion telesales Direct marketing sales influence tactics Order (business) 050211 marketing business 050203 business & management |
| Zdroj: | JOURNAL OF PERSONAL SELLING AND SALES MANAGEMENT. 37(2):89-99 |
| ISSN: | 0885-3134 |
| Popis: | Firms are becoming increasingly systematic in sales lead generation activities and recognize that multiple interactions are often required to generate leads and to reassure buyers of the benefits of an offering. However, the literature is contradictory regarding what types of persuasive messages should be used across these multiple interactions. This paper investigates what combination of sales influence tactics (SITs) should be used when customers are approached more than once regarding the same offering, that is, sequentially. Should the SITs be consistent (the same), or complementary (different)? Consistent vs. complementary SIT approaches were tested in two field experiments, one with an electronics manufacturer in a single communication channel setting and one with a financial services provider in a cross-channel setting. The results supported our hypothesis and indicated that the use of complementary SITs across interactions, regardless of the order, increases lead conversion. |
| Databáze: | OpenAIRE |
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