Relevance of Personal Interaction Factors between Customers and Sales Representatives in the Automotive Business

Abstract

The purpose of this paper is to determine the personal factors in sales that are most relevant to the formation of positive consumer impressions and resulting sales effectiveness. The research enables scholars and practitioners to better understand the personal sales process and develop more efficient sales approaches. The study utilized an observational design methodology. Personal selling scenarios were filmed and shown to respondents who completed a consumer impression and sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed, and the model suggests that salesperson authenticity impacts consumer impressions and resulting sales effectiveness. Authenticity is shown to be a function of a given salesperson’s affective, behavioural, and cognitive profile. The study focused on automotive retail sales scenarios in the United States. However, results may be generalizable to similar markets. Practical guidelines and a scholarly research foundation are provided, research gaps identified, and proposals for future research suggested.