Does the Salesperson have the Midas Touch?

Sep 1

posted by Dr. Suri Weisfeld-Spolter in Sales | 16 Comments

The rate of evolution and diffusion of technology has created new means for consumers to search for product information and gain increased knowledge before an actual purchase. The additional channels available for product search and purchase leads to the use of multiple channels by consumers, thereby changing the consumer’s purchase behavior. Consumers now approach the purchase process as multichannel consumers (MCCs), resulting in changes to the retail-selling environment. In this relatively new “click and brick” MCC-shopping environment, the role of the in-store salesperson is being questioned.

 Given this new landscape of retailing in which certain MCCs seemingly have more knowledge than the salesperson (Verbeke et al., 2010), it is unknown how or if the in-store salesperson can be used to increase MCCs’ purchase behaviors. Recent research proposes conflicting roles of the salesperson with the implication that the salesperson is obsolete (Grewal et al., 2002), suggestions that the salesperson has been transformed to a knowledge broker (Bendixen, Yurova, Abratt, and Rawdan, 2014), and yet other scholars contrast this by claiming technology cannot replace the unique functions of the salesperson (Ahearne & Rapp, 2010).  It appears a gap of agreement, understanding, and knowledge exists regarding what role, if any, the in-store salesperson has in the new shopping environment.

Similar to the story in Greek mythology whereby everything King Midas touched turned to gold, we consider if the salesperson has the “Midas touch” by using adaptive selling as a tool to lead the MCC to purchase.  We maintain that adaptive selling, if done correctly, can play a pivotal role in persuading MCCs to purchase in-store.  In fact, we did a study of 400 MCC’s and found that salespeople who are able to adapt the sales presentation to the MCCs’ needs are more effective in influencing purchase intention than those who present the same information to all buyers. Overall, the results confirm the ability of adaptive selling to be utilized as a technique in persuading a multichannel consumer to purchase in the retail store and add support to the notion that the salesperson is not obsolete, but rather can be very influential in persuading MCC’s to purchase at the retail store.  Our findings represent an opportunity for companies to encourage multichannel searching for their products across channels while simultaneously training retail salespeople in adaptive selling techniques, so that they can have the Midas touch when selling to MCC’s at the retail store.
Do you agree with our findings? Do you find salespeople to be knowledgeable and helpful? Do you use your phone for information rather than ask a salesperson for help?

Image source: walyou.com, 2016.

Sara Weisfeld-Spolter, Ph.D., Associate Professor of Marketing, H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University. Dr. Weisfeld-Spolter can be reached at sw887@nova.edu

This entry was posted on September 1, 2016 at 9:58 AM and has received 3589 views. There are currently 16 comments. Print this entry. Download attachment.

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• #1 by Jordan Ufer on 9/2/16 - 8:52 AM

  

  I agree with this article in the fact that if a salesperson can effectively use adaptive selling in a retail sales environment they will drive more sales. I worked for Finish line and AT&T for 6 years and I can tell you out of my personal experience about 10% of the retail salespeople actually use adaptive selling. The rest are all order takers. It is hard to find great salespeople for retail environments.

• #2 by Hussein Rakine on 9/2/16 - 3:10 PM

  

  I do agree with your findings. Salespeople who focus on the individual they are selling to instead of saying robotic sales pitches are undoubtedly more effective. As a sales person for much of my adult life I do agree that adaptive selling is much more effective than those who present the same information to all buyers. With todays fast paced technology, consumers can easily pick up their phone and look up any information that a salesperson can give them. The advantage a sales people have over technology is the ability to influence a sale by using aggressive sales tactics, this is something technology can not do... for now

• #3 by Carolyn Purcell on 9/2/16 - 4:48 PM

  

  There were many interesting points included in this post. I agree that technology has increased consumer knowledge and therefore affects their purchases. I do not think that salespeople are unnecessary just because MCCs are on the rise. A salesperson can make or break a sale, depending on the customer. Every consumer is different and requires a different method of approach when purchasing an item. Some prefer to do their own research online (MCCs) while other prefer face to face communication (with a salesperson). It seems to me that adaptive selling a happy medium for the two options.

• #4 by Briana Doty on 9/2/16 - 4:50 PM

  

  I do agree with this article and the findings you are discussing throughout. Using adaptive selling, properly, can aid in the decisions of a customer to purchase in-store. By adapting to the MCC's needs, they are providing the MCC with a more personal experience, thus aiding in persuading or influencing their purchase intentions in-store. By training salespersons to utilize adaptive techniques, I believe companies will have the "Midas touch". I personally like to do my research prior to asking a salesperson,but this is mostly because I like to see opinions about items from other individuals prior to getting a sales pitch from a salesperson.However, from this I have found that the large majority of salespeople to be knowledge about their products, and in the end help me form my own opinion.

• #5 by Khadija Chowdhury on 9/2/16 - 11:01 PM

  

  I agree with the findings and believe that salespeople still play an important role for a business. Although information about a specific product is at our fingertips, sometimes getting that reassurance from a salesperson is all you need to solidify one's decision in purchasing the product. Additionally, people that are not that tech savvy or do not research products prior to buying them rely on salespeople for their input. Thus, salespeople are not obsolete and do have the Midas touch especially when employing the technique of adaptive selling and catering to the consumer's needs.

• #6 by Paul Mojica on 9/3/16 - 3:05 PM

  

  After reading the article, several additional comments came to me regarding the role of the salesperson vs. the MCC. First, the sales person's adaptability is what makes them unique and qualified to close more MCC's. In the near future when artificial intelligence technology has progressed (significantly) to be able to perform like a human in cognitive threading and mind mapping without assistance, then we can expect for the role of the sales person to become obsolete.
  
  Additionally, the findings which are presented regarding persuasion of purchase is a on par with the sales person. When trained correctly, the sales person will know how to identify true pain points of the MCC rather than have blanket pain points. Further, they will know exactly how to utilize these pain points to generate emotional context and finally utilize the information gathered to present a closing structure at the pinnacle of perceived value.
  
  Like most millennials, I have used my phone and other electronic resources to educate my self on products prior to purchase. Although I use these resources, I still consider myself to be a hybrid MCC meaning that I become educated through electronic resources, then I purchase in person. Why? Well there is no better feeling than being sold by a great sales person.
  
  In summation, I believe that it comes down to relationships. The ability as a sales person has to create a fast and impactful relationship with customers (in my opinion), is what separates them from electronic purchasing. Should sales online or through electronic mediums need to increase, the decision makers need to find innovative ways to foster quick, personable, and impactful relationships.

• #7 by Allyson Robbins on 9/3/16 - 3:28 PM

  

  I do agree that salespeople can be knowledgeable and help in the purchasing process. But I also think that is comes down to the individual consumers personality to decide on whether or not a salesperson will be helpful. I have a friend who hates shopping and is a little shy, so she won't ever ask a salesperson for help. On top of the fact that she does not like to shop, she also does not like to converse with people she doesn't know who she feels will push her to buy a product. I do tend to use my phone to research an item before I purchase instead of asking a salesperson, as it is easier to get many views on the product through the internet. A salespersons advice may not be true just to get the customer to purchase their product. Wonderful article and interesting research in this ever changing world.

• #8 by Lital Kastel on 9/3/16 - 6:48 PM

  

  I definitely agree with this article’s findings. Nowadays, consumers are more knowledgeable when searching for products, and can do all the necessary research for their needs by themselves. Furthermore, when consumers get information from an in-store salesperson, they can instantly verify that information with their smartphones. For those reasons, I believe that companies today must invest in additional training for their salespeople, in order for them to be able and adapt to different knowledge levels of consumers they may assist.
  Personally, I do find salespeople knowledgeable. I have different levels of understanding in different fields; therefore, I find myself use the help of salespeople sometimes more than others do. I do prefer asking for a salesperson’s help rather than using my phone for the answer. I find that the people that work in the store have more experience, and can easily give me the information I need, which I usually prefer rather than doing the research myself.

• #9 by Scarlet Marzuca on 9/3/16 - 7:48 PM

  

  I agree with the article. I do not think that salespeople are obsolete. I say this because newer generations are the ones who are mainly involved with technology. It is possible that older people are more comfortable with the traditional way of buying things, which is trough a salesperson. Also, if salespeople are trained correctly, they can recommend other products to consumers and even convince them to buy more products.

• #10 by Hannah Fish on 9/3/16 - 7:56 PM

  

  I think that sales people are very useful, and will be for a good amount of time to come. Even if I look a product up online I always as a salesperson if they have any experience with it, or the types of reviews they have received from other customers. It is really helpful to have someone talk to you rather than a computer just giving you the basic information about the product.

• #11 by gladys on 9/4/16 - 11:51 PM

  

  I really enjoyed reading this post and totally agree that we need to train our salespeople to be knowledgeable and helpful so that they can also provide the Midas touch. Knowledgeable sales people can definitely increase sales. When a consumer goes into a store, they expect the sales person to be know the product and let the consumer know how it will benefit them and make their lives better or easier.
  Gladys

• #12 by Laura Rodriguez on 9/4/16 - 11:59 PM

  

  I concur with the central thesis of this article, which highlights the power of a knowledgeable salesperson. I do believe that an educated, eloquent, and persuasive salesperson can sell just about anything they are selling. However, this article fails to recognize how rare is to find such a quality in any sales associate. It is a rare skill learned and practiced by few. I certainly agree with the theory that an enticing salesperson can persuade an MCC to purchase.
  
  It is blatantly obvious when a salesperson knows what they are talking about, and when they don't. When I feel that the salesperson is knowledgeable, I am much more likely to listen and purchase. I do use my phone for information, but am always looking to ask for a human second opinion.

• #13 by Jamie Freedman on 9/5/16 - 9:58 AM

  

  I certainly agree with this article. Since the consumer has so much information available to them right at their finger tips I believe the sales people have to have a slight change in their training and sales technique. As consumers we now usually have at least a little bit of insight on the product we are buying so this changes the technique for the sales person. It is crucial for the sales people to continue to adapt to the technology era in order to stay relevant.

• #14 by Dr. Suri Weisfeld-Spolter on 9/10/16 - 11:59 PM

  

  Thank you all for your insightful comments and for sharing your relevant, personal experiences as a Multi/Omni-channel consumer. I am glad that you could relate to the topic and enjoyed the blog.
  You may find the following forthcoming journal article interesting, as the blog was based on the findings of this article: “Guiding when the consumer is in control” http://www.emeraldinsight.com/doi/pdfplus/10.1108/...
  Wishing you all future enjoyable shopping experiences.

• #15 by Hashtags on 9/21/16 - 11:17 PM

  

  People hate to sold to especially online. Salespeople are trained wrong...at least some of them but can you blame them...Its a bottom line profession which at times throws ethics out the window. Good post!

• #16 by Yevgeniya Green on 4/22/18 - 9:55 PM

  

  It depends on a product or brand I'm buying. Salespeople who have been working for a while in the store might be very knowledgeable about the product they sell. For example, when I wanted to buy cheese at Fresh Market, I had a hard time choosing the flavor and texture. So a salesman asked me some questions, like what are you going to pair it with? Are you going to eat it with a fruit or glass of wine, or it will go on top of salads or baking. We discussed options, flavors and many other possibilities where I can use this cheese. Once I have made a choice in my mind, the salesman gave me a sample to try and see if that's the exact flavor and texture I was looking for. That tasting and his knowledge really helped me to choose the best cheese for my occasion, where I would never have the same experience by searching online or mobile for information. I got lucky. There might have been a salesman less knowledgeable, and I would have picked something else or nothing at all.