Salesperson’s listening ability as an antecedent to relationship selling
- 1. Welcome Group no-4 Mousumi Mallick - 120310 Rawshonara Khatun - 120330 Shima Akter - 120338 Feroza Khatun - 120350 Salesperson’s listening ability as an antecedent to relationship selling
- 2. Active listening Information gathering process in which the listener is fully engaged in the conversation. Assures the speaker they hear them.
- 3. Active empathetic listening (AEL) 3 dimensions Empathy is understanding another’s mind or capacity to recognize emotions. Characterized as the ability to “put oneself into another's shoes“ Sensing RespondingProcessing
- 5. AEL as antecedent to relationship building behavior Trust AEL Relationship Performance
- 7. Mediators of sales performance Trust Relationship quality Trust PerformancePerformance Relationship quality H:03 H:04 H:05 ? ? ?
- 8. Methodology Sample: 2500 salespeople 175 completed and useable questionnaires were received Median age of 45 years ( ranges from 20-68) 142 ( a total of 81%)were male Most of them involved in long term relationship Some were involved in both long term and short term
- 9. Like-type Seven Point Scale AEL Scale Relationship Quality Trust
- 10. Confirmatory Factor Analysis (CFA) & Hypothesis Result Relationship quality AEL skills H : 01 = 0.32 AEL skills TrustH: 02 = 0.652 Relationship quality TrustH: 03 = 0.615 Performance Relationship quality H: 04 = 0.516 Trust Performance = 0.62H: 04
- 11. Managerial Implication Active empathetic learning(AEL) greater levels of relationship quality superior levels of trust. active listening behaviours sales interaction from the buyers’ point-of-view Role playing full AEL scale
- 12. Limitations of AEL Self report measures limit the interpretation Common method Bias Single indicator Constructs overlap in meaning Multiple definitions
- 13. Thank You