active empathetic listening and sales performance.pptx
Post on 20-Mar-2017
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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
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