A Díade Vendedor-cliente: Uma leitura a partir da Teoria de adaptatibilidade de venda no varejo

Abstract

The purpose of this article is to analyze the influence of communication style on adaptive selling in the retail segment (personal selling). In this sense, this analysis becomes relevant when investigating how salespeople prepare their communication style in order to adapt to the customer. To this end, a quantitative approach was carried out, of the Survey type, online, in the year 2020, with the participation of 297 retail salespeople, in order to investigate the phenomenon. Evidence indicates that task-oriented communication style and self-orientation positively affect sales adaptability. Interaction negatively affects salesperson adaptability. As for the academic contributions of this investigation, there is a greater depth regarding the Theory of Adaptive Selling in the sense of verifying that the communication style used by the salesperson guides their adaptability in the sales practice. Finally, regarding the managerial relevance of this research, it is considered that this study offers practical implications for managers in the sales area, with regard to personal selling, the results generated in this analysis can be used by companies in order to adapt the image of the seller, through the communication style.