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Buyer-Seller Interaction and Relationship Selling

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Sales Management

Part of the book series: Studies in Marketing Management

  • 386 Accesses

Abstract

This chapter will focus on the importance of buyer-seller interaction and relationships from a sales management perspective. The chapter aims to:

  • stress the need for salespeople to move from a ‘selling to’ perspective to one of ‘working with’ customers

  • develop our understanding of the buyer-seller dyad

  • suggest when different sales behaviours are most appropriate

  • emphasise the need for a relationship orientation

  • explain what is meant by relationship selling

  • assess the implications of relationship selling for sales managers.

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Authors
  1. Bill Donaldson
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Copyright information

© 1998 Bill Donaldson

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Donaldson, B. (1998). Buyer-Seller Interaction and Relationship Selling. In: Sales Management. Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-26354-7_5

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