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Dynamically Adapting Sales Influence Tactics in E-Commerce

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Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Abstract

Salesmen have a set of sales influence tactics (SITs) at their disposal when approaching customers in a face-to-face setting. This paper argues that in order to transform e-commerce into e-selling, SITs need be able to be adapted to individual customers rather than the average customer. Next, via a field experiment, we show that the revenue of an e-commerce platform can be increased by dynamically adapting SITs to individual customer responses. We explain how sales professionals can modify their e-commerce platforms to implement the same personalization they use in face-to-face selling.

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Author information

Authors and Affiliations

  1. Houston, USA

    Maurits Kaptein & Petri Parvinen

Authors
  1. Maurits Kaptein
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  2. Petri Parvinen
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Editor information

Editors and Affiliations

  1. University of Houston-Clear Lake, Houston, TX, USA

    Leroy Robinson Jr.

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Kaptein, M., Parvinen, P. (2015). Dynamically Adapting Sales Influence Tactics in E-Commerce. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_146

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