The Interaction Of Three Dimensions Of Trust, Relational Selling, Team Selling And B2B Sales Success In The European Market

Abstract

This study investigates the interaction of trust, relational selling behavior, team sales, and sales success in a business-to-business environment. The study data were collected in Europe for 270 different purchase situations for which business buyers rated their suppliers’ salespersons on various dimensions. This research considers the relationships among three levels of trust and relational selling behaviors and measures the interaction of successful or unsuccessful selling environment, continuing purchase conditions for the buyers and the presence of team selling circumstances. The findings indicate that the three levels of trust are related positively, that successful salespersons are rated significantly higher by buyers for all three trust scales and for relational behavior. In addition, relational selling behavior is favored by buyers in repeat purchase conditions. Further results indicate limited interaction among trust and relational behavior in team selling conditions.