Contributors

Modern salespeople have myriad options to engage with customers. We hypothesized that the communication format  may amplify or reduce the probability of resolving salesperson transgressions that occur during the sales process. While previous research has explored what to say post-transgression, our research explores which communication format is most effective in accomplishing successful post-transgression recovery and repair in the buyer-seller relationship.  

Part of an effective sales approach is to build trust with buyers; however, research suggests 70% of B2B salespeople overestimate customers’ trust in them. Our research aimed to evaluate the effects of salesperson trust overestimation on customer account revenue and word of mouth or the likelihood and quality of referrals.

Nearly all business exchanges are built around the practice of reciprocity—or exchanging things with others for mutual benefit—which paves the way for feelings of gratitude and indebtedness. This study specifically focuses on how the salesperson's feelings of gratitude and indebtedness impact seller-buyer relationship quality, relationship satisfaction, and customer word of mouth.

As market turbulence increases, strain occurs that impacts the customer-salesperson relationship. We examine how a strong foundation of both business and personal trust between the buyer and the seller is essential to building a relationship that can withstand unstable times.

Gratitude has immense value to firms and is linked to increases in share of wallet, sales revenue, sales growth, and customer commitment. Our research shows how sales professionals can improve their relational outcomes with customers by fostering more grateful customers through their own expressions of gratitude.