Distinguishing Between the Roles of Customer-Oriented Selling and Adaptive Selling in Managing Dysfunctional Conflict in Buyer–Seller Relationships

Abstract

A national random sample of industrial salespeople was surveyed to examine the relationships among selling behaviors, trust, conflict, and sales outcomes, such as performance and anticipation of future interaction. Results indicate that trust mediates the effects of selling behaviors on sales outcomes, and conflict moderates this mediating effect. While salespeople could use customer-oriented selling as an antidote for the ill effects of dysfunctional conflict on trust, adaptive selling only serves to enhance salesperson trust in customers. Thus, the results of the study distinguish between the roles of customeroriented selling and adaptive selling in relationship marketing. Furthermore, when salespeople perceive that their sales managers are highly customer oriented and highly adaptive, they themselves become more customer oriented and more adaptive. Thus, as role models, supervisory selling behaviors contribute to salespeople’s ability to leverage their trust in customers. Based on these results, the managerial implications for selling organizations are discussed.