Recontextualising Sales Resistance: A Response to Hunt and Bashaw
- 作者：Clark ; Colin ; Pinch ; Trevor
- 刊名：Industrial Marketing Management
- 出版年：2001
- 期刊代码：16_00198501
- 类别：bus
- 出版时间：November, 2001
- 卷：30
- 期：8
- 页码：637-643
- 文件大小：43.8 K
摘要
This paper evaluates Hunt and Bashaw's two-dimensional classification of sales resistance into “objections” and “counterarguments.” We use data of real-life selling encounters to show that there often is an “implicit” phase of sales resistance that problematizes both the distinction and the effectiveness of Hunt and Bashaw's analysis of objections and counterarguments. We also show why the method of offering distractions is likely to be of only limited value in dealing with counterarguments and suggest that humor as a distraction tool works rather differently to the way that Hunt and Bashaw propose. Finally, we offer some brief recommendations for how recordings of real-life sales encounters could be analyzed to further contribute to our understanding of the selling process.