Rapport building in authentic B2B sales interaction

Timo Kaski, Jarkko Niemi, Ellen Pullins

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

Sammanfattning

Acquisition of new customers is critical for any business seeking to achieve growth. This paper investigates the skill of rapport building in establishing new customer relationships and engaging customers for solution co-creation. A qualitative multiple phase study supports a micro-level analysis of rapport building in the context of business-to-business solutions and services selling. The study includes three parts: in-depth qualitative interviews, conversation analysis of video-recorded real-life sales meetings, and follow-up interviews. The results show that salesperson-initiated actions have little influence on rapport building and that strong initial rapport can compensate for potential interaction weaknesses later in the meeting. Our findings point to a set of collaborative actions and related skills needed to build rapport and move a relationship forward. These findings provide theoretical insights into the earliest moments of new customer relationship formation. The results inform businesses seeking to refocus and develop their rapport building skills towards more customer-engaging collaboration.
Originalspråkengelska
TidskriftIndustrial Marketing Management
Volym69
Sidor (från-till)235-252
Antal sidor18
ISSN0019-8501
DOI
StatusPublicerad - feb. 2018
MoE-publikationstypA1 Tidskriftsartikel-refererad

Vetenskapsgrenar

  • 518 Medie- och kommunikationsvetenskap
  • 6121 Språkvetenskaper
  • CoE Scientific Advisory Board meeting

    Jarkko Niemi (Talare: Presentation)

    28 sep. 201729 sep. 2017

    Aktivitet: Typer för deltagande i eller organisering av evenemangArrangemang av och deltagande i konferens/workshop/kurs/seminarium

    Fil

Citera det här