Client Communication after Salesperson Transgressions: Synchronous vs. Asynchronous Recovery
Stephanie M. Mangus, PhD, Huanhuan Shi, PhD, Judith Anne Garretson Folse, PhD, Eli Jones, PhD, and Shrihari Sridhar, PhD
Modern salespeople have myriad options to engage with customers, including the use of synchronous communication tools (face-to-face, videoconferencing, and phone) and asynchronous (email and text) tools. We hypothesized that the communication format chosen may amplify or reduce the probability of resolving salesperson transgressions that occur with buyers during the sales process. While previous research has explored what to say post-transgression, our research explores which communication format is most effective for accomplishing successful post-transgression recovery and repair in the buyer-seller relationship.
Differentiating Salesperson Transgressions
The relationship between buyers and sellers is complex and multifaceted, particularly in long-term relationships. As such, the likelihood of salespeople dropping the ball or making a mistake at some point in their interactions with buyers is high. We specifically explore what happens when two types of transgressions occur: relational and process.
Relational transgressions, defined as perceived violations of the rules governing the connection between the salesperson and the customer, often involve emotional misunderstandings. For example, a salesperson might fail to show appreciation for a client’s business or neglect personal aspects of the relationship. These situations create an emotional disconnect, where the customer feels undervalued or ignored, which can significantly damage the business relationship. In contrast, process-oriented transgressions are tactical errors in the sales process, such as delivering incorrect information, missing deadlines, or failing to follow up. Sales process transgressions can be costly for buyers and, ultimately, salespeople if they are not corrected in a timely manner and the relationship is repaired.
We hypothesize that richer communication formats, like face-to-face meetings or videoconferencing, are more likely to improve the outcomes of repairing the buyer-salesperson relationship post-relational transgression, while a leaner communication format, like text or email, will be more effective in improving outcomes post-sales process transgression.
Synchronous and Asynchronous Communication in Sales Recovery
Through survey data and experimental studies, we discovered that synchronous communication formats like face-to-face meetings, videoconferencing, and phone are more effective in mitigating the negative impact of relational transgressions than asynchronous formats. These synchronous methods allow salespeople to engage directly with customers and address emotional aspects of the transgression more effectively through body language, tone of voice, and other non-verbal cues. Including visual cues such as eye contact and body posture, combined with verbal elements like tone and inflection, helps the salesperson not only apologize but also convey sincerity and empathy in real-time. For example, when a salesperson fails to acknowledge a long-term customer’s loyalty, a face-to-face meeting or phone call can help demonstrate gratitude, rebuild the relationship, and signal that the customer is valued. The immediacy of these formats provides the opportunity for real-time questions and clarifications, which helps clear any misunderstandings and fosters quicker recovery of trust. Thus, synchronous formats that address relational transgressions positively impact sales, relational satisfaction, and positive word-of-mouth.
We found that asynchronous communication formats like email or text are often sufficient for tactical errors in sales process transgressions. Asynchronous communication provides a straightforward exchange of information without requiring real-time interaction, making it a resource-efficient solution for less complex issues. For instance, when incorrect information is provided during a sales call, sending the correct details in a follow-up email can resolve the issue quickly and efficiently without the need for a more involved interaction. Additionally, asynchronous formats are less time-consuming for both parties, which can be especially important when the error is minor and does not justify the effort of arranging a meeting or call.
Our findings challenge the traditional view that face-to-face communication is always the best approach in every scenario and suggest that the effectiveness of the communication format depends mainly on the nature of the transgression.
Real Estate Implications
The implications of our research extend to real estate, where the nature of customer-sales agent interactions may involve both relational and process-oriented transgressions. Sales managers and agents should consider the type of transgression when choosing a communication strategy. For more complex, relational transgressions, opt for richer, synchronous formats that allow for richer interaction and emotional nuance. These formats not only help in resolving a relational issue but also provide an opportunity for salespeople to demonstrate their commitment to the relationship, which is particularly important when trust has been damaged.
For process-oriented errors, asynchronous communication, such as email, can provide an efficient resolution without the need for immediate interaction. This approach is particularly useful in real estate, where process-related missteps, such as missing paperwork or providing outdated property information, can often be resolved quickly and without a formal meeting. By reserving more involved formats for relational issues, real estate agents can save valuable time and resources, focusing their efforts where it matters most.
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Recommended Reading
Mangus, Stephanie M., Huanhuan Shi, Judith Anne Garretson Folse, Eli Jones, and Shrihari Sridhar (2024), “Communicating with B2B Buyers After ‘Dropping the Ball’: Using Digital and Non-Digital Communication Formats to Recover from Salesperson Transgressions,” International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2024.01.005
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About the Authors
Stephanie M. Mangus, PhD
Associate Professor, Baylor University
Dr. Stephanie Mangus’ (PhD – Louisiana State University) research focuses on buyer-seller dyads in sales and the sales and service interface, including service recovery and the emotions driving salesperson and customer behaviors. Her research has been published in the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Journal of Business Research, Journal of Personal Selling & Sales Management, Industrial Marketing Management, and Psychology & Marketing. She serves on the Editorial Review Boards for the Journal of the Academy of Marketing Science and the Journal of Business Research. She is the abstract editor and Editorial Review Board member for the Journal of Personal Selling & Sales Management. Her work has been presented at conferences by the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the National Conference for Sales Management, and the Thought Leadership in the Sales Profession Conference. Dr. Mangus’ research and expertise have received international media coverage, including outlets such as The Huffington Post, CJAD Radio, WLNS-TV, The Art Newspaper, The Speaker, KIJK Magazine, among others. She teaches personal selling and sales management for the Center for Professional Selling at Baylor and has received numerous teaching awards at the university and international levels.
Huanhuan Shi, PhD
Assistant Professor and Research Director, Reynolds and Reynolds Sales Leadership Institute, Texas A&M University
Dr. Huanhuan Shi’s (PhD – Pennsylvania State University) research focuses on sales management, inter-organizational relationships, and firm strategies to provide actionable insights for marketing executives and sales managers. Her work has been published in prestigious journals, including the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Huanhuan was named a 2023 MSI (Marketing Science Institute) Young Scholar and 2024 ISBM (Institute for the Study in Business Markets) Scholar. Her publications were recognized by numerous awards including 2024 AMA (American Marketing Association) Sales Special Interest Group Excellence in Research award, 2015 Summer AMA Educators’ Conference Best Conference Paper and Best Sales-Track Paper Awards. Huanhuan teaches quantitative marketing courses and was awarded the Herb Thompson Teaching Award. She also serves on the editorial review boards of the Journal of Marketing and Journal of Marketing Research.
Judith Anne Garretson Folse, PhD
R.A. & Vivian Young Endowed Chair of Marketing and Chair of the Department of Marketing, University of Arkansas
Dr. Judith Anne Garretson Folse’s (PhD – University of Arkansas) research focuses on consumer-based strategy through explorations of source and message effects (persuasion), consumption emotions (e.g., gratitude, pride, regret, empathy), brand authenticity, and firm/customer interactions with theoretically and managerially relevant implications for bilateral and unilateral communications, services, and relationship marketing decisions. Her work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Psychology & Marketing, Journal of Advertising Research, Journal of Public Policy & Marketing, and Journal of Business Research among other journals and national conference proceedings.
Eli Jones, PhD
Professor of Marketing, Texas A&M University
Dr. Eli Jones (PhD – Texas A&M University) is a Professor of Marketing, Peggy Mays Eminent Scholar, and the former Dean of Mays Business School at his alma mater. He served as the Dean of three flagship business schools over 13 years—Mays Business School, the Sam M. Walton College of Business at the University of Arkansas, and the E. J. Ourso College of Business at Louisiana State University. Before becoming a dean, he was on the faculty at the University of Houston as an Assistant Professor, Associate Professor (with tenure), Full Professor, Associate Dean for Executive Education Programs, Director of the Program for Excellence in Selling, and the founding Executive Director of the Sales Excellence Institute. He has published sales and sales management research in top academic journals. He co-authors two professional books, Selling ASAP and Strategic Sales Leadership: Breakthrough Thinking for Breakthrough Results. His new book, Run Toward Your Goliaths, is about his and his wife’s faith journey. He is the recipient of Excellence in Teaching awards on the university, national, and international levels, having taught strategic selling, advanced professional selling, key accounts selling, sales leadership, and marketing strategy at the undergraduate and MBA levels and in executive education programs globally.
Shrihari Sridhar, PhD
Joe Foster ’56 Chair in Business Leadership, Professor of Marketing, Presidential Impact Fellow, and Research Director of the Sales Leadership Institute, Texas A&M University
Dr. Shrihari Sridhar’s (PhD – University of Missouri) use of quantitative models and advanced data science help firms assess and improve the effectiveness of their strategy and resource allocation. His current focus is on the deployment of machine learning to companies in the business-to-business (energy, education, media) sector. Sridhar has published in various top-tier academic and practitioner outlets, such as Harvard Business Review, Marketing Science, Journal of Marketing, and the Journal of Marketing Research. He serves as Editor for the Journal of Marketing and as Area Editor for the Journal of Marketing Research and the Journal of the Academy of Marketing Science. He is on the Editorial Board of the Journal of Retailing. His research has been featured in National Public Radio (NPR), Reuters Inc., FOX News, Forbes, and Booz & Co. and won several research awards. He was recognized with the Marketing Science Institute’s Young Scholar Award. In 2014, he was the youngest and only untenured faculty to receive the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.
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