Chaitanya IJMIE

International Journal of Management, IT & Engineering
Vol. 9 Issue 3(1), March 2019,

ISSN: 2249-0558 Impact Factor: 7.119
Journal Homepage: http://www.ijmra.us, Email: editorijmie@gmail.com
Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial
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Directories of Publishing Opportunities, U.S.A
Behavioral aspects of Sales Staffs and its Impact on Integrated

Marketing Communications of the Firms
About the Author/s
Chaitanya: The author is a Research Scholar at Department of
Commerce & Management, B.R.A. Bihar University Muzaffarpur,
Bihar. He has 12+ years of diverse experience in areas of Sales &
Marketing, Marketing Research, Public Policy, eGovernance,
Project Management and Business Process Re-engineering. He has
been awarded UGC-National Educational Testing (NET) Junior
NET Bureau in June 2013. He is currently pursuing his PhD under

the supervision and able guidance of Prof. (Dr.) Shivji Singh,
University Department of Commerce & Management, B.R.A. Bihar
University, Muzaffarpur.
Prof. (Dr.) Shivji Singh who is also co-author of this paper is
Professor at University Department of Commerce & Management,
B.R.A. Bihar University, Muzaffarpur, has a diverse experience of
more than 40 years in teaching and research in area of commerce
and management.
Abstract
The purpose of this paper is to analyze the link between the behavior of the salesperson at
the point of sales and its impact on the overall integrated marketing communication of the
firm. It reviews the variables like behavior traits, skill-sets and moralistic approach of the
sales person at Point of Sales (POS). It also analyses the causes for which Lead generation
is not the sole factor contributing to the revenue and closing of the sales deal at the end
channel. There has been a significant relationship observed between control by organization
and the performance of the salesperson where perceived organization support through
training and guidance has a visible impact. Understanding the management control POS
relationship provides important insights for sales managers attempting to increase desired
salesperson behaviors. It also analyzes the extent to which contact personnel trust their
supervisors positively influence their willingness to participate in strategic activities. It
examines one-on-one relationships between customers and their sales associates on a deeper
level considering how much understanding they have between them and how much connect
they have developed, which is referred to as relationship selling to differentiate it from
relationship marketing, using a qualitative research approach. The impact of perceived
salesperson listening behavior on relationship outcomes can be observed significantly on the
long-term relationships from the works that have been done earlier. The paper also tries to
examine the relationship between performance and specific abilities conceptually related to
interpersonal persuasion and indicates that effectiveness in sales interactions is related to the
salesperson's ability to develop accurate impressions of customer beliefs about product
performance, the salesperson's ability to use these impressions in selecting influence
strategies and the salesperson's ability to detect the impact of influence strategies and make
adaptations.
122 International Journal of Management, IT & Engineering

http://www.ijmra.us, Email: editorijmie@gmail.com
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Keywords: Integrated Marketing Communications; IMC; POS; Behavior Traits; Training;

Product Performance; Strategy;
On the basis of preceding literature, this paper represents the link between the behavior of
the salesperson at the point of sales and its impact on the overall integrated marketing
communication of the firm. It reviews the variables like behavior traits, skill-sets and
moralistic approach of the sales person at Point of Sales (POS). These variables are selected
according to the previous theories, conceptual, and theoretical models which determine the
behavior of sales person.
A comprehensive review and survey of related literature forms an important part of research.
Literature review is the written and systematic summary of the research that summarizes the
background and context of the research. It summarizes, interprets and critically evaluates
existing literature in order to establish current knowledge of a subject. It also shows the gap
on the topic has not been already done. Thus, we present the behavioral aspects of sales staffs
which have an impact on integrated marketing communication as follows:
Follow up of Sales lead
Smith et al. (2006) attempts to fill the gap in literature by adding new dimensions that focuses
on defining the role of behavioral aspect of salesperson which determine sales, resale or
further recommendation. Firstly, we examine the various components of integrated
marketing communication and its interdependence on aspects of sales of the firm.
Secondly, the study presents the consistent disconnect between marketing and sales. This
disconnect is examined in detail which could prove to be detrimental. Plethora of leads
generated by the effective market campaign can be made futile by poor follow up from the
sales up front (Smith et al., 2006) Though marketing and sales function have similar
objective of contributing to the revenue of the firm, dissonance has been observed leading
to incomplete utilization of the resources. The paper analyses the causes for which Lead
generation is not the sole factor contributing to the revenue and closing of the sales deal at
the end channel playing an important role.
Both the function in most of the organizations are often at odds even though they have a
common goal. The conflict arises considering Marketing complains of poor lead follow-up
by sales, and in turn, sales criticizes about the quality of leads generated by marketing team.
This disconnect can be harmful; high lead volumes generated through effective marketing
campaigns could hurt downstream sales because of wasted effort on poorly qualified leads
and/or delays in sales follow-up resulting from constrained capacity of sales team.

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Prospecting
& Evaluating
Preparing
Approaching
the
Customer
Making the
Presentation
Overcoming
objections
Closing
Follow Up
Source: Traditional stages of selling by Pickton and Broderick (2005),

, Second Edition, Prentice Hall
To evaluate the revenue and profit inferences of coordinated communications efforts at the
marketing sales interface, numerous models have been developed like a three-stage model
that captures the effects of sequential marketing/sales communications on lead generation,
appointment conversion, and sales closure. The results, which are based on a collaborative
effort with a large home improvement retailer, suggest a complex interplay among marketing
efforts (multiple media that generate leads), delays in follow-up (time lag between inquiry
and sales force contact), and sales efficiencies (appointment and sales conversion). The
findings underscore the impact of multimedia spending on the timing and effectiveness of
subsequent communications, implying that improved internal collaboration between
marketing and sales can offer significant upside potential for the firm.
Sales Support and Training & Guidance
There is a relationship between the impact of training provided by top management to its
sales people and its subsequent execution. There has been a significant relationship observed
between control by organization and the performance of the salesperson where perceived

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organization support through training and guidance has a visible impact (Piercy et al., 2006).
Increasing amount of company investment in its salesforces and salespeople (e.g., see Galea
2004), and the rising importance of effectively managing business to-business customer
relationships (e.g., see Weitz and Bradford 1999), have directed the interest of scholars and
executives in methods toward the objective of achieving better salesperson performance.
Many firms have seen a change in resource allocation pattern from marketing to sales as
company seeks sales as primary function to garner revenue (Webster, Malter, and Ganesan
2003).
In 1978, the average expenditure for training each industrial salesperson in USA was over
$15,000 (Sales and Marketing Management 1979). Even though annual sales training
expenses are well over one billion dollars, there is only limited knowledge about which
selling behaviors are most effective in customer interactions. A conceptual idea for exploring
this issue is presented in this study. The initial classification is based on whether the variable
relates to the salesperson's macro environment or micro environment. Macro environmental
variables include territorial characteristics such as potential and workload and the level of
effort expended by the salesperson in covering the territory.
However, the objective of the framework presented in this paper is to delineate factors
related to the effectiveness of salespeople in influencing customers during Barton A. Weitz
is Assistant Professor, Graduate School of Management, University of California at Los
Angeles (Winter 1981). Thus, the study focuses on the effectiveness of sales behaviors in
the microenvironment of the sales interaction. Variables related to effectiveness in the
microenvironment are further classified into those related to the sales situation and those
related to the salesperson. Variables related to the salesperson's effort during customer
interactions are not treated in the framework.
The fundamental idea behind the framework is that effectiveness in sales interactions can be
understood best by examining the interactions between sales behaviors, resources of the
salesperson, the nature of the customer's buying task, and characteristics of the salesperson-
customer relationship. This framework provides a mechanism for integrating previous
research and a direction for future research. In the next section, the shortcomings of prior
research on effectiveness in sales interactions are discussed. These shortcomings suggest the
need for a contingency approach. After presenting the nature and applications of a
contingency approach, the approach is expanded into a framework. The basic postulate of
the framework is stated, constructs in the framework are defined, and a set of propositions.
Propositions are supported by research in leadership, bargaining, social psychology, and
personal selling.
Behavior Control
a. Exercised by sales manager
Behavior control, as exercised by sales managers, is expected to have a positive antecedent
impact on POS. This relationship has also not been examined in prior research. The
importance of sales manager behavior control lies in the logic that salespeople who believe
their managers use collaborative management control (monitoring, directing, evaluating, and
rewarding activities) are likely to believe that the organization is treating them favorably and
discretionary behavior such as organizational commitment behavior (OCB). Understanding

the management control POS relationship provides important insights for sales managers
attempting to increase desired salesperson behaviors.

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Beatty et al. (1996) mention that the participation of customer contact personnel in the
strategy process is a largely unmapped area in both marketing as well as strategic
management. Based on social exchange theory, and in particular, the notion of trust within
this area of discussion, we examine the nature and scope of strategy participation exhibited
by customer contact personnel. Exploring dyadic associations, we can find the extent to
which contact personnel trust their supervisors positively influence their willingness to
participate in strategic activities. It also explores other avenues of studies wherein we can
poach more on the topic of how contact personnel can influence the sales action if he is
involved in the strategic activities.
This is useful because not only it helps in using the insights that are accumulated from the
personnel feel more valuable. More so ever, he will be willing to participate more actively
in the actions which are direct results of the brainwork that has been done by him. This also
could be an added incentive more employees to make him feel more valuable.
Furthermore, we found that communication and information sharing moderate the
relationship between confidence and strategic happenings. Thus, a possible outcome for the
involvement could be that the more contact personnel are involved in the strategic process,
the more likely supervisors are to rate the contact person's selling performance as high.
b. Exercised by salesperson
(i) Ethical Behavior
Beatty et al. (1996) find out that while examining the role ethical of salesperson behavior
plays in relationship selling emphasizes on four key findings that emerge from plethora of
research available. First, ethical salesperson behavior is positively related to trust in the
salesperson. Second, the effects of ethical salesperson behavior on buyer commitment and
buyer behavior are completely mediated by this trust. Third, ethical salesperson behavior is
most influential in driving desirable resource-based and social relationship returns, and least
influential in driving desirable economic returns. Fourth, the effects of ethical salesperson
behavior are moderated by buyer age such that they become significantly stronger as buyer
age increases. Managerial and theoretical implications are discussed, and avenues for future
research in the area are provided.

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Figure: Variables related to salesperson performance, Journal of Marketing, Weitz (1981),
We examine one-on-one relationships between customers and their sales associates on a

deeper level considering how much understanding they have between them and how much
connect they have developed., which we refer to as relationship selling to differentiate it
from relationship marketing, using a qualitative research approach. This study will explore
Based on this data, we will be able to focus on following points: (1) commitment and
orientation to customer service by senior management and their employees at leadership
levels, as well as a desire for a relationship by the customer with their subsequent
counterpart; (2) augmented personal service and team playing by employees towards the

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relationship building plays a crucial role; (3) repeat customer-employee interactions is

mostly based on three traits developed over time and communication i.e. trust, friendship,
and functionality; and (4) development of customer loyalty to the sales associate that is
interacting with him and hence representative of firm in front of the customer, and employee
reinforcement and faithfulness to the company and the firm under consideration (Beatty et
al., 1996).
(ii) Contact information
Moving forward from participation of contact personnel in the strategic initiatives, there are
other traits that are crucial for a sales personnel to be an effective point of contact when it
comes to end sales. Listening to your customers is one of these most important traits. The
impact of perceived salesperson listening behavior on relationship outcomes (Ramsey and
Sohi, 1997) can be observed significantly on the long-term relationships from the works that
have been done earlier.
A thorough understanding of how businesses gain and maintain long-term relationships with
long-term relationships that are being forged between client and the customer. This study
future interaction. The research will comprise of the various outcomes related to that
listening is a higher-order construct composed of three dimensions: (a) sensing, (b)
evaluating, and (c) responding.
When customers perceive a high level of listening behavior by a salesperson, it enhances
their trust in the salesperson and leads to greater anticipation of future interaction.
motives and needs could play a crucial role in the sales process. If the contact personnel is
able to devise from the different attributes of the customer, it could greatly help in how is
going to steer the conversation with the customer and probably will also have a great impact
on the end outcome of the sales cycle. Once the sensing part is done, evaluating the attributes
of customer and taking action is also important. Once he is thorough with the motives and
requirements, he can use those insights to provide the customer with better service and
increase the chances of sales process to have a positive outcome.

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Low level of communication &

relationship building skills
Key Account
Management
Complex Low Complex High

Value Sales Value Sales
Consumer
Direct
Low level of communication &

relationship building skills
Source: Sales role by Pickton and Broderick (2005),

, Second Edition, Prentice Hall
Markets have been rapidly moving forward from traditional brick and mortar store towards
online sales. This has wholly transformed the sales process in many of the sectors. This
overhaul has led to new type of service standards that are perceived by the customer as well
has had a significant impact on the expectations of the customer. As a new type of word-of-
mouth information, online consumer product review is an emerging market phenomenon
that is playing an increasingly important role in consumers' purchase decisions. From the
has increased considerably. Since, these online platforms lack the ability to provide the touch
and feel experience that customer ask for, people rely on the experience of other users to
provide some assurance.
This study argues that online consumer review, a type of product information created by
users based on personal usage experience, can serve as a new element in the marketing
communications mix
products that best match their idiosyncratic usage conditions. Examining these however
would be more data reliant. However with recent advents in technology and Internet of
Things and Artificial Intelligence becoming a widespread used technologies, it has become
understanding of how the contact between the customer and sales personnel is happening
considering we are talking about virtual sales personnel.

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This could variedly alter the odds of how the perception of customer changes and how these
virtual sales personnel respond to the customer who behave differently in a significant
manner. Apart from the traits of sales personnel, customer attributes will hold a key in the
process. Since traditional traits are not involved in this, attributes like listening to the
customer will no longer will be valid and a new approach will have to be designed to study
the impact of virtual contact personnel.
This study will attempt to address several important strategic issues related to consumer
reviews. First, we show when and how the seller should adjust its own marketing
communication strategy in response to consumer reviews. It has been observed from
previous studies that customers are more prone to give feedback in case negative reviews
are observed, however positives are ignored more often. Despite this, the review information
is sufficiently informative, the two types of product information, i.e., the seller-created
product attribute information and buyer-created review information, will interact with each
other. For example, when the product cost is low and/or there are sufficient expert (more
sophisticated) product users, the two types of information are complements, and the seller's
best response is to increase the amount of product attribute information conveyed via its
marketing communications after the reviews become available.
However, when the product cost is high and there are sufficient novice (less sophisticated)
product users, the two types of information are substitutes, and the seller's best response is
to reduce the amount of product attribute information it offers, even if it is cost-free to
provide such information. We can also derive precise conditions under which the seller can
increase its profit by adopting a proactive strategy, i.e., adjusting its marketing strategies
even before consumer reviews become available.
Second, we can identify product/market conditions under which the seller benefits from
facilitating such buyer-created information (e.g., by allowing consumers to post user-based
product reviews on the seller's website). Finally, we can also illustrate the importance of the
timing of the introduction of consumer reviews available as a strategic variable and show
that delaying the availability of consumer reviews for a given product can be beneficial on a
long term basis. These key inputs can play a vital role in designing the role and attributes of
virtual sales personnel and how it would be different from the attributes of sales personnel
that deals with the customer in person.
(iii)Influence Behavior
A stream of research has examined relationships between performance and the salesperson's
resources and capabilities. Several studies have examined the relationship between
performance and specific abilities conceptually related to interpersonal persuasion. These
studies indicate that effectiveness in sales interactions is related to the salesperson's ability
to develop accurate impressions of customer beliefs about product performance (Weitz,
1981); the salesperson's ability to use these impressions in selecting influence strategies
(Weitz, 1981), and the salesperson's ability to detect the impact of influence strategies and
make adaptations (Grikscheit and Crissey 1973).
The result indicates that the relationship between capabilities and performance, like the
relationship between performance and behavioral predispositions, is quite inconsistent, and
in some cases, even contradictory. In some cases these inconsistencies may be due to
variations in methodology across studies. However, several studies have used the same
methodology across different sales forces and reported inconsistent results (Dunnette and
Kirchner 1960; Howells 1968; Mattheiss et al. 1977; Scheibelhut and Albaum 1973). Even

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variables that can be assessed with high accuracy and reliability, such as age, education, and
sales experience, are related to performance in some studies and unrelated in others.
Customer Characteristics-The Dyadic Approach, the results from prior research on sales
behaviors, behavioral predispositions, and general salesperson capabilities have led to a
growing interest in dyadic research approaches. While there are a wide variety of studies
associated with the dyadic approach, the unifying theme of these studies is that
characteristics of the customer as well as those of the salesperson are considered. This
approach is consistent with a contingency approach because it suggests that effectiveness in
sales interactions is moderated by or dependent upon characteristics of both the salesperson
and the customer. Dyadic similarity studies have not demonstrated a meaningful relationship
between similarity and effectiveness. Several correlational studies have either not supported
the relationship (Doreen, Emery, and Sweitzer 1979) or found similarity explains a low
percentage of the variance (Churchill, Collins, and Strang 1975).
In addition, the correlation studies (Churchill et al. 1975; Evans 1963; Riordan, Oliver and
Donnelly 1977) have not controlled for the plausible rival hypothesis that customers who
made purchases perceived that they were more similar to the salespeople than customers
who did not make purchases (Davis and Silk 1972).
While experimental studies found that similarity is a significant factor in determining sales
performance, it has not been as important as expertise (Bambic 1978; Busch and Wilson
1976; Woodside and Davenport 1974).' Research exploring the effectiveness of dyadic
similarity has not provided the new approach needed for studying effectiveness in sales
interactions. These dyadic studies have focused on a single, static property and have not
considered the interaction between sales behaviors and dyadic characteristics. The
contingency framework presented in this paper expands upon the dyadic approach by
describing the relationship between effectiveness, sales behaviors, and a variety of
salesperson and customer characteristics.
Salesperson Behaviors while marketers have described salesperson orientations (Blake and
Mouton 1970) or general sales approaches (Gwinner 1968), most empirical research on
salesperson behaviors have considered micro behaviors such as the effectiveness of specific
sales messages. Little though has been directed toward identifying underlying dimensions in
which a salesperson's behavior can be assessed.
In the study we discuss in detail about some of these dimensions related to adapting to the
Customer. The behavior of salespeople can be characterized by the degree to which they
adapt their behavior to the interaction. At one extreme, salespeople are non-adaptive when
they deliver the same "canned" presentation (Jolson 1975) to all customers. In contrast to
this non-adaptive behavior, salespeople can engage in a unique behavior pattern oriented to
each customer. Dimensions on which sales behavior can be adapted are discussed in
following sections. It seems reasonable to assume that the effectiveness of influence bases,
influence techniques, specific messages and formats, and the degree of control exerted varies
across a salesperson's customers. Thus a salesperson could increase effectiveness in a
specific interaction by altering behavior along the above mentioned dimensions (Weitz
1980).
Measures of adaptively in sales behavior have not been developed; however, there are some
personality measures that indicate a predisposition to engage in adaptive behaviors. For
example, one would expect dogmatism and authoritarianism to be negatively related to
adaptively while tolerance for ambiguity would be positively related to adaptively. A

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dispositional measure that appears to be closely related to adaptive behavior is self-

monitoring. Snyder (1974) has developed a scale to measure the degree to which people
monitor their environment and use these environmental cues to alter their behavior. One
would expect that high self-monitors would be more adaptive in sales situations. Establishing
a base of Influence. is another dimension of salesperson behavior which attempts to establish
a base of influence.
Wilson (1975) suggests that salespeople need to develop source credibility and legitimacy
during the initial stages of an interaction. Without such a base of influence, salespeople
cannot effectively influence their customers. In a review of the use of influence bases in
organizational setting, McCaU (1979) concluded that "the relevance of a given power base,
the appropriateness of various tactics, and the likely impacts of power use are intimately
linked with each other and with the situation at hand." (p. 205) Thus, given a set of possible
influence bases (French and Raven 1959), salespeople need guidance as to which bases are
most effective in specific circumstances. Propositions concerning variables that moderate
the effectiveness of these influence bases are presented in the next section. Influence
Techniques Used.
Salesperson behaviors can be classified in terms of the influence techniques used. Several
studies have been directed toward defining and analyzing a wide variety of influence
techniques (Capon and Swasy 1977; Falbo 1977; Spiro and Perreault 1979). These studies
suggest that influence techniques can be classified using the following dimensions: (a)
open/direct vs. closed /indirect and (b) business /product-related v. emotional/person-related.
When open/direct influence attempts are used, the purpose of the influence attempt is not
hidden. Closed influence techniques involve the use of deception and hidden purposes.
Product-related influence techniques are defined as business or task-oriented messages-
information messages directed toward the product and the purchase decision. In contrast,
emotional messages are directed toward the customer with the intent of appealing to
psychological needs and improving customer-salesperson relations. Emotional messages
attempt to reduce risks associated with the social consequences of the purchase decision,
while product messages attempt to reduce risks associated with product performance
(Newton 1967).
Influence techniques can also be classified by the target and format of the messages
delivered. The target can be defined as the specific cognitive element, belief, or value toward
which the message is directed. Message formats include comparative v. non-comparative
messages and one-sided v. two-sided appeals. The final dimension of sales behavior to be
considered is the extent to which the salesperson controls the sales interaction. This
behavioral dimension is closely related to the dominant-submissive dimension proposed by
Buzzota, Lefton, and Sherberg (1972), the salesperson-oriented dimension proposed by
Blake and Mouton (1970), and the traditional salesperson behavior of using high or low
pressure. The use of control or pressure is a method of aggressively directing the flow of the
interaction toward making a sale. Several researchers have attempted to assess the degree of
control exercised by salespeople by analyzing recordings of sales interactions (Willett and
Pennington 1966, Olshavsky 1973).
Some insights into control behaviors of salespeople can be gained by examining leader
control behaviors. Autocratic and "initiating structure" leader behaviors are associated with
a high degree of leader control. In the context of a sales interaction, autocratic behavior is
related to the use of high pressure tactics. Initiating structure behavior is related to the

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salesperson aggressively structuring the customer's problem so that the solution involves
purchasing the salesperson's product.
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International Journal of Management, IT & Engineering

Vol. 9 Issue 3(1), March 2019,

Behavioral aspects of Sales Staffs and its Impact on Integrated

NET Bureau in June 2013. He is currently pursuing his PhD under

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Keywords: Integrated Marketing Communications; IMC; POS; Behavior Traits; Training;

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Source: Traditional stages of selling by Pickton and Broderick (2005),

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discretionary behavior such as organizational commitment behavior (OCB). Understanding

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Figure: Variables related to salesperson performance, Journal of Marketing, Weitz (1981),

We examine one-on-one relationships between customers and their sales associates on a

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relationship building plays a crucial role; (3) repeat customer-employee interactions is

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Low level of communication &

Complex Low Complex High

Low level of communication &

Source: Sales role by Pickton and Broderick (2005),

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dispositional measure that appears to be closely related to adaptive behavior is self-

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Olshavsky, Richard W. (1973), "Customer-Salesmen Interaction in Appliance Retailing,"

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