Abstract
This study uses scenario methodology in an after-only field experiment that included 238 industrial purchasing executives. The impact of five different closing techniques and a no-close condition on the prospect's trust toward the salesperson was assessed. The ANOVA results indicated statistically significant differences (at the .05 level) in prospect trust across the treatment groups. Although none of the mean values indicated distrust [16], the highest ranking mean score for prospect trust occurred in the “no-close” scenario. This provides some evidence that using a closing technique may diminish prospect trust, a prerequisite for an effective long-term relationship between a seller and a buyer. Consequently, even if the closing technique is of value in persuading the prospect to buy on this particular sales call, its potentially negative impact on the buyer-seller relationship must be considered.
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