The salesperson as a knowledge broker: The effect of sales influence tactics on customer learning, purchase decision, and profitability

Abstract

The modern sales role has been described as that of a knowledge broker who shares salient information, beyond what the customer already knows, to influence sales outcomes. However, the literature is mostly silent on actual customer learning (i.e., if customers learn from a salesperson's knowledge brokerage attempts). This research explores customer learning within the lens of the ADDIE instructional process, which we adapt from a classroom setting to the more dynamic world of B2B sales. As educators, we propose that salespeople utilize a variety of influence tactics to transfer knowledge that drives customer learning. We investigate how different influence tactics play a role in the development of both basic and advanced customer learning outcomes. Specifically, using both dyadic survey data and objective sales outcomes, we find that influence tactics have diverging effects on both customer learning types and ultimately profitability. We identify that in the absence of formal tests or assignments used in the classroom to assess learning, salesperson perceptions of customer learning can be misaligned with customer assessments of learning. Our research highlights the importance of basic and reflective customer learning as drivers of sales performance outcomes.