Welcome

Group members

Mousumi Mallick - 120310

Rawshonara Khatun - 120330

Shima Akter - 120338

Feroza Khatun - 120350

Salesperson’s listening ability as an antecedent to relationship selling

Active listeningInformation gathering process in which the listener is fully engaged in the conversation. Assures the speaker they hear them.

Active Listeni

ngHead nods

Eye contact

Asking questio

ns

Summarizing

Hearing content

Para-phrasin

g

imitating body

language

Clarifying

technique

Active empathetic listening (AEL)

3 dimensions

Empathy is understanding another’s mind or capacity to recognize emotions. Characterized as the ability to

“put oneself into another's shoes“

Sensing RespondingProcessing

AEL as antecedent to relationship building behavior

Trust

AEL

Relationship

Performance

Relationship qualityAEL skills

H : 01

Trust AEL

skills H : 02

Mediators of sales performance

TrustRelationship

qualityTrust

PerformancePerformance Relationship quality

H:03 H:04

H:05

? ? ?

Methodology

Sample: 2500 salespeople

175 completed and useable

questionnaires were received

Median age of 45 years

( ranges from 20-68)

142 ( a total of 81%)were male

Most of them involved in long term relationship

Some were involved in both long term and short term

Like-type Seven Point Scale

AEL Scale

Relationship Quality

Trust

Confirmatory Factor Analysis (CFA) & Hypothesis Result

Relationship qualityAEL skillsH : 01 = 0.32

AEL skills Trust H : 02

= 0.652 Relationship

quality TrustH : 03

= 0.615

Performance Relationship

qualityH : 04

= 0.516

Trust Performance = 0.62H : 04

Managerial Implication

Active empathetic learning(AEL)

greater levels of relationship qualitysuperior levels of trust.

active listening behaviourssales interaction from the buyers’point-of-view

Role playing full AEL scale

Limitations of AEL

Self report measures limit the interpretation of the

findings.

Common method Bias is the potential threat

Single indicator is Used to predict sales

performance

Many time Constructs overlap in meaning

Multiple definitions of relationship Quality, trust and performance exist

Thank You