Abstract

Reacquiring a lost customer is often easier, faster, and less expensive than acquiring a new customer. Thus, reacquisition activities have become important fundamental aspects of selling. Improving our understanding of the customer reacquisition efforts of business-to-business salespeople is the primary objective of this study. When customers leave, they leave behind a network of personal connections with the supplier. This research examines how assessments of these connections by salespeople relate to salesperson effort and reacquisition success. We distinguish between buying center members who support a salesperson (i.e., advocates) and those who work against the salesperson (i.e., adversaries). A conceptual model is developed and results show that advocates in a customer organization enhance both sales effort and the level of reacquisition while adversaries increase salesperson perceptions of reacquisition difficulty.

摘要

重新获得失去的客户通常比获得新客户更容易、更快且成本更低。因此，重新收购活动已成为销售的重要基本方面。本研究的主要目标是提高我们对企业对企业销售人员的客户再获取工作的了解。当客户离开时，他们会留下与供应商的个人联系网络。这项研究考察了销售人员对这些联系的评估与销售人员的努力和重新获得成功之间的关系。我们区分支持销售人员的采购中心成员（即拥护者）和反对销售人员的采购中心成员（即对手）。