Disclosure and Its Reciprocity as Predictors of Key Outcomes of an Initial Sales Encounter

Abstract

This study reports findings from an experiment designed to investigate how verbal exchange between a salesperson and a prospect influences sales outcomes of an initial sales encounter. One hundred ninety-six salesperson-customer dyads were videotaped controlling for sales situation variables. Findings provide support for the idea that elements of task and social disclosure differentially influence customer perceptions of interaction quality and business relationship potential. In addition, the study illustrates a methodology that can be used to investigate dyadic interchange.