Comparative versus Noncomparative Sales Pitches: Impact on New Product Buying Behaviors and Moderating Role of Buyer-Seller Relationship

Christian Dianoux (), Jean-Luc Herrmann (), Ridha Chakroun and Sandrine Heitz-Spahn ()
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Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jean-Luc Herrmann: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Ridha Chakroun: IPAG - Institut de Préparation à l'Administration et à la Gestion - IPAG Business School
Sandrine Heitz-Spahn: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: The purpose of this research is to explore the effectiveness of Comparative Sales Pitches (CSPs) vs. NonComparative Sales Pitches [NCSPs] in terms of actual buying behavior of a new product. Using a wholesalers telephone sales campaign, we performed a quasi-experimental study focusing on the actual ordering behavior for a new product of more than 4,200 pharmacists in response to a CSP (vs. an NCSP). The research shows that a CSP is more likely to generate a new product sales order than an equivalent NCSP. This positive effect manifests only when a relationship exists between the buyer and the seller. In addition, the results support the relational advantage of a regular buyerseller relationship regardless of the type of sales pitch used. The findings should encourage managers and salespeople to consider CSPs as an effective selling tool for launching a new product, especially when a relationship with the buyer exists. This research provides a starting point for further research into CSP effects -an area in which limited research exists to date- to gain a better understanding of their boundary selling effectiveness.

Date: 2015
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Published in Journal of Applied Business Research, 2015, 31 (4), pp.1505 - 1518. ⟨10.19030/jabr.v31i4.9333⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01370234

DOI: 10.19030/jabr.v31i4.9333

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