Comparative Versus Noncomparative Sales Pitches: Impact On New Product Buying Behaviors And Moderating Role Of BuyerSeller Relationship

Abstract

The purpose of this research is to explore the effectiveness of Comparative Sales Pitches (CSPs) vs. NonComparative Sales Pitches [NCSPs] in terms of actual buying behavior of a new product. Using a wholesalers telephone sales campaign, we performed a quasi-experimental study focusing on the actual ordering behavior for a new product of more than 4,200 pharmacists in response to a CSP (vs. an NCSP). The research shows that a CSP is more likely to generate a new product sales order than an equivalent NCSP. This positive effect manifests only when a relationship exists between the buyer and the seller. In addition, the results support the relational advantage of a regular buyerseller relationship regardless of the type of sales pitch used. The findings should encourage managers and salespeople to consider CSPs as an effective selling tool for launching a new product, especially when a relationship with the buyer exists. This research provides a starting point for further research into CSP effects -an area in which limited research exists to date- to gain a better understanding of their boundary selling effectiveness.