Choreographing salesperson face-to-face visits with a buyer organization: a social network perspective

Sebastian Forkmann (), Ryan Mullins (), Stephan C. Henneberg () and Thomas L. Baker ()
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Sebastian Forkmann: The University of Alabama
Ryan Mullins: Clemson University
Stephan C. Henneberg: Queen Mary University of London
Thomas L. Baker: The University of Alabama

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 3, No 10, 615-638

Abstract: Abstract Salesperson face-to-face visits with buyer organizations are an inherently dynamic phenomenon and choreographing changes in those visits is important for a salesperson to identify and pursue sales opportunities. Drawing on social network theory and adopting a novel within-tie change perspective, we provide guidance regarding salesperson choreographing. We do so by focusing on how often a salesperson visits a buyer organization (i.e., change in visit intensity, visit intensity trend, duration of relations) and the functions a salesperson visits in a buyer organization (i.e., change in diversity of visited functions, change in visit concentration on top-management). Our model of salesperson choreographing is tested using data from 2934 salesperson–buyer organization relationships over seven consecutive sales periods. Random coefficient models illustrate the complex and nuanced interplay of various aspects of salesperson choreographing on sales with a buyer organization. The findings provide actionable guidance for salespeople to better manage the choreographing of limited visits.

Keywords: Social network theory; Salesperson choreographing; Salesperson–buyer organization tie; Within-tie change; Sales management (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11747-021-00826-7

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