Selling in the New Age

摘要

In this paper, we aim to assess how the information revolution and the Internet has impacted the efficiency of the currently established and widely used sales techniques. We argue that, due to the ease of access to information, many customers are certain about their purchase decisions at the point of sale, and we aim to evaluate the efficiency of current sales techniques with regards to these certain customers. Specifically, we ask how the interaction of customer certainty with the challenger sales technique impacts four outcomes of purchase probability, revenue, sales-interaction efficiency and customer satisfaction.