Abstract
This research uses organizational buyers to examine whether the order in which a sales presentation occurs within a series of competitive sales calls influences a buyer’s choice of the Market Leader and a similarly positioned Me-Too product. The Me-Too product is most successful when presented last—a recency effect. The Market Leader also fares better in the last position, but in addition, it is also chosen more often when it is presented first—a primacy effect. The salesperson for the Me-Too product is able to reduce the Market Leader’s primacy advantage by using an agenda selling strategy, in which the seller encourages the buyer to directly compare products and eliminate those that fail to meet minimum criteria.
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