Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 50, Issue 3, Pages 615-638Publisher
SPRINGER
DOI: 10.1007/s11747-021-00826-7
Keywords
Social network theory; Salesperson choreographing; Salesperson-buyer organization tie; Within-tie change; Sales management
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This study provides guidance for salesperson choreographing by drawing on social network theory and adopting a novel within-tie change perspective. The findings illustrate the complex and nuanced interplay of various aspects of salesperson choreographing on sales with a buyer organization.
Salesperson face-to-face visits with buyer organizations are an inherently dynamic phenomenon and choreographing changes in those visits is important for a salesperson to identify and pursue sales opportunities. Drawing on social network theory and adopting a novel within-tie change perspective, we provide guidance regarding salesperson choreographing. We do so by focusing on how often a salesperson visits a buyer organization (i.e., change in visit intensity, visit intensity trend, duration of relations) and the functions a salesperson visits in a buyer organization (i.e., change in diversity of visited functions, change in visit concentration on top-management). Our model of salesperson choreographing is tested using data from 2934 salesperson-buyer organization relationships over seven consecutive sales periods. Random coefficient models illustrate the complex and nuanced interplay of various aspects of salesperson choreographing on sales with a buyer organization. The findings provide actionable guidance for salespeople to better manage the choreographing of limited visits.
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