Purpose

Drawing on the organizational buying decision-making framework, the purpose of this study is to investigate how sales orientation (SOCO) affects buyers’ conflict, salesperson-owned loyalty and buyers’ propensity to end a supply relationship when selling firms use a single versus multiple salesforce go-to-market strategy.

Design/methodology/approach

Survey data was analyzed with a sample of organizational buyers. Confirmatory factor analysis and structural equation modeling were used to analyze the data.

Findings

Findings reveal that a selling firm’s go-to-market salesforce strategy moderates certain relational aspects of the buyer–salesperson relationship, consequently influencing a buyer’s decision to end a supply relationship.

Research limitations/implications

Empirically, these findings indicate that the effects of selling orientation on conflict, salesperson-owned loyalty and exit intentions are not only based on the salesperson’s efforts but are conditional on the selling firm’s go-to-market strategy, particularly with the implementation of multiple salespeople selling to a particular industrial buyer.

Practical implications

These results suggest that a salesforce go-to-market strategy conveys serious consequences on buying decisions. Given that a go-to-market strategy involving multiple salespeople impacts the buyer’s relationship with the selling firm to a greater degree, managerial oversight must remain present when selling firms decide to pursue such a go-to-market strategy.

Originality/value

The empirical investigation of a salesforce go-to-market strategy is an original pursuit. Specifically, this study shows that while it is critical that buying and selling firms monitor buyer–salesperson relationships as the basis for supply partnerships, these exchanges are largely contingent on the selling firm’s go-to-market strategy.

中文翻译：

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单一与多个销售人员进入市场战略：销售导向对冲突、销售人员拥有的忠诚度和买方退出倾向的影响

目的

借鉴组织采购决策框架，本研究的目的是调查销售导向（SOCO）如何影响购买者的冲突、销售人员拥有的忠诚度和购买者在销售公司使用单一与多个时结束供应关系的倾向。销售人员进入市场的策略。

设计/方法/方法

调查数据是用组织买家的样本进行分析的。验证性因素分析和结构方程模型用于分析数据。

发现

研究结果表明，一家销售公司的推向市场销售人员战略缓和了买卖双方关系的某些关系方面，从而影响了买方终止供应关系的决定。

研究限制/影响

根据经验，这些研究结果表明，销售导向对冲突、销售人员忠诚度和退出意图的影响不仅取决于销售人员的努力，而且取决于销售公司的上市战略，特别是在实施多名销售人员的情况下出售给特定的工业买家。

实际影响

这些结果表明，销售人员进入市场的策略会对购买决策产生严重影响。鉴于涉及多个销售人员的上市策略会在更大程度上影响买方与销售公司的关系，因此当销售公司决定采用这种进入市场战略时，管理监督必须保持存在。

原创性/价值

对销售人员进入市场策略的实证研究是一项原创性的追求。具体而言，本研究表明，虽然买卖公司监控买卖人员关系作为供应伙伴关系的基础至关重要，但这些交流在很大程度上取决于销售公司的上市战略。