Salesperson communication effectiveness in a digital sales interaction

Published on Oct 1, 2020in Industrial Marketing Management
· DOI :10.1016/J.INDMARMAN.2020.07.002
Neeraj Bharadwaj12
Estimated H-index: 12
(UT: University of Tennessee),
Garrett M. Shipley1
Estimated H-index: 1
(UT: University of Tennessee)
Abstract B2B buyers are exhibiting an increased preference to transact digitally with vendors. A topic which has yet to receive sufficient academic attention in this modern selling environment is salesperson communication effectiveness. Accordingly, this article: 1) defines digital sales interactions (DSIs) as technology-enabled, face-to-face buyer-seller exchanges; 2) proposes a typology of DSIs to set the stage to examine salesperson communication effectiveness; 3) introduces a framework that reifies the sender's auditory and visual cues that can influence receivers' thoughts (i.e., cognition, affect, intention) and activity (i.e., purchase behavior, advocacy); 4) suggests theoretical lenses that can illuminate various aspects of the salesperson's communication barrage; 5) advances how machine learning can be applied to understand what constitutes effective communication in a digital interaction by asking: to what extent does what a salesperson says (auditory cues) and how s/he says it (visual cues) impact her/his effectiveness in a DSI?; and 6) concludes by noting promising future research directions for B2B marketing researchers.
📖 Papers frequently viewed together
12 Citations
4 Citations
1 Author (Jasmin Bergeron)
2 Citations
#1Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
#2Michel Ballings (UT: University of Tennessee)H-Index: 11
Last. Prasad A. Naik (UC Davis: University of California, Davis)H-Index: 27
view all 3 authors...
Abstract When viewers engage in cross-media consumption—view television advertising and social media posts on another medium—how do stimuli from multiple screens influence their response? To address this question, we construct a comprehensive dataset to estimate the effects of Super Bowl advertising and the advertised brands' Facebook content on ad likability. The novel insights emerging from the analyses include that: both media directly and significantly impact the response, contributing 60% a...
5 CitationsSource
#1Bipul Kumar (Indian Institute of Management Indore)H-Index: 4
#2Arun Sharma (UM: University of Miami)H-Index: 37
Last. Prashant Kumar (Institute of Management Technology, Dubai)H-Index: 1
view all 4 authors...
Abstract Digital mediation in business-to-business marketing is becoming increasingly important to firms, due to customer needs and evolving technological environments. The extensive research in this area for the past twenty years has created a need to synthesize extant research. This paper examines the literature in the domain, to create a classification scheme for subdomains and to explore future research directions. This study reviews 119 relevant articles published in 29 journals between Jan...
12 CitationsSource
#1Pravin Nath (OU: University of Oklahoma)H-Index: 6
#2Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
This research extends understanding of the relationship between chief marketing officer (CMO) presence and firm performance by investigating how it is affected by the presence of three other functional heads (or CXOs) under various environmental and strategic contingencies. Results based on a panel of 401 U.S. manufacturers reaffirm the positive CMO presence–firm performance relationship and establish that the linkage is (a) strengthened by chief sales officer presence when industry sales volati...
13 CitationsSource
#1Praveen K. Kopalle (Dartmouth College)H-Index: 30
#2Vinay Kumar (J. Mack Robinson College of Business)H-Index: 2
Last. Mohan Subramaniam (BC: Boston College)H-Index: 17
view all 3 authors...
Because of modern digital technologies, business environments are turning into digital ecosystems, wherein a firm’s traditional interdependencies are increasingly influenced by digital connectivity. For legacy firms, or firms yet to incorporate these technologies into their business models, this shift ushers in new opportunities for value creation, albeit through new capabilities. In this article, we focus on how legacy firms can embrace digital ecosystems to create value through a new capabilit...
27 CitationsSource
#1Stuart Russell (University of California, Berkeley)H-Index: 71
#1Stuart Russell (University of California, Berkeley)H-Index: 73
Last. Peter Norvig (SC: University of Southern California)H-Index: 22
view all 2 authors...
The long-anticipated revision of this #1 selling book offers the most comprehensive, state of the art introduction to the theory and practice of artificial intelligence for modern applications. Intelligent Agents. Solving Problems by Searching. Informed Search Methods. Game Playing. Agents that Reason Logically. First-order Logic. Building a Knowledge Base. Inference in First-Order Logic. Logical Reasoning Systems. Practical Planning. Planning and Acting. Uncertainty. Probabilistic Reasoning Sys...
16.5k Citations
#1Prithwiraj Choudhury (Harvard University)H-Index: 9
#2Dan Wang (Columbia University)H-Index: 11
Last. Tarun Khanna (Harvard University)H-Index: 66
view all 4 authors...
We demonstrate how a novel synthesis of three methods — (1) unsupervised topic modeling of text data to generate new measures of textual variance, (2) sentiment analysis of text data, and (3) supervised ML coding of facial images with a cutting-edge convolutional neural network algorithm — can shed light on questions related to CEO oral communication. With videos and corresponding transcripts of interviews with emerging market CEOs, we employ this synthesis of methods to discover five distinct c...
23 CitationsSource
#1Peter C. Verhoef (UG: University of Groningen)H-Index: 72
#2Tammo H. A. Bijmolt (UG: University of Groningen)H-Index: 44
Abstract Strong digital developments are changing markets, and firms may adopt a digital business model to deal with these developments. This special issue focuses on such digital business models. In this editorial, we discuss the relevance of digital business models, propose a conceptual framework, and discuss how digital business models affect firms, firm performance, and markets. We introduce the papers in this issue and show how they each fit within the conceptual framework. We discuss four ...
23 CitationsSource
#1Valter Afonso Vieira (College of Business Administration)H-Index: 3
#1Valter Afonso Vieira (College of Business Administration)H-Index: 14
Last. S. Arunachalam (Indian School of Business)H-Index: 5
view all 5 authors...
In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of social media and online sales platforms. However, marketers are unclear about the pattern of influence of firm-initiated (i.e., paid media, owned media, and digital inbound marketing) and market-initiated (i.e., earned social media and organic search) digital communications on B2B sales and customer acquisition. We develop and test a model of...
27 CitationsSource
Purpose The purpose of this paper is to explain the technological phenomenon artificial intelligence (AI) and how it can contribute to knowledge-based marketing in B2B. Specifically, this paper describes the foundational building blocks of any artificial intelligence system and their interrelationships. This paper also discusses the implications of the different building blocks with respect to market knowledge in B2B marketing and outlines avenues for future research. Design/methodology/approach...
41 CitationsSource
#1Xi Li (CityU: City University of Hong Kong)H-Index: 6
#2Mengze Shi (U of T: University of Toronto)H-Index: 19
Last. Xin Wang (UWO: University of Western Ontario)H-Index: 7
view all 3 authors...
Abstract Marketers are becoming increasingly reliant on videos to market their products and services. However, there is no standard set of measures of visual information that can be applied to large datasets. This paper proposes two standard measures that can be automatically obtained from videos: visual variation and video content. The paper tests the measures on crowdfunding videos from a leading online crowdfunding website, and shows that the proposed measures have explanatory power on the fu...
21 CitationsSource
Cited By4
#1Dhruv Grewal (Babson College)H-Index: 89
#2Abhijit Guha (USC: University of South Carolina)H-Index: 9
Last. Elisa Schweiger ('KCL': King's College London)H-Index: 3
view all 4 authors...
Abstract null null That artificial intelligence (AI) has the potential to provide significant benefits is generally accepted by both practitioners and scholars. However, the dark side of AI is less discussed, and less understood. In this paper, the authors first classify the wellspring of AI benefits in both B2C and B2B settings. In B2C settings AI benefits are primarily via customized experiences, while B2B AI benefits are manifested via business efficiencies. Next, guided by the relationship m...
#1Paolo Guenzi (Bocconi University)H-Index: 18
#2Edwin J. Nijssen (TU/e: Eindhoven University of Technology)H-Index: 27
Many firms are engaging in the digital transformation (DT) of their sales forces, and this trend has accelerated during the COVID-19 pandemic However, research on DT as a profound organizational change process, as well as salespeople's individual psychological reactions to such initiatives, is still limited Although DT offers salespeople more and better resources for work-related goal attainment, it increases job demands and typically generates high uncertainty, which companies must then manage ...
1 CitationsSource
#1Andris A. Zoltners (NU: Northwestern University)H-Index: 27
#2Prabhakant SinhaH-Index: 19
Last. Sally E. LorimerH-Index: 7
view all 5 authors...
Sales organizations are actively pursuing digitalization because they see value through greater efficiency and effectiveness. In this paper, we examine the challenges in implementing sales force di...
5 CitationsSource
#1Daniela Corsaro (IULM University of Milan)H-Index: 13
#2Alessia Anzivino (UCSC: Catholic University of the Sacred Heart)H-Index: 1
Last. Alessia Anzivino (UCSC: Catholic University of the Sacred Heart)
view all 2 authors...
In recent years, the context of B2B relationships has changed rapidly with the advent of new technologies that are reshaping the space dimension of business interactions and the time frame in which...