Factors that Help Establish Rapport in the Personal Selling-an Emperical Study

• Main Authors: Tsun-shang Chan, 詹尊上
• Other Authors: Der-Fa Robert Chen
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/59464966969564721776

碩士 === 國立中山大學 === 企業管理學系研究所 === 94 === We never face the severe competitive environment like this moment. The salespersons encounter the tremendous competitor and diversified customers’ requirement. It is inevitably crucial for salespeople to meet and clearly identify the clients’ need. In this situation, salespeople need to instantly build the enjoyable interactions and personal connection, rapport, with customers in order to get the prospect. Brook (1989) presented in his research that salespersons attempt to sell without first establishing rapport, customers will avoid purchase the product or service. The first purpose of this study integrates relevant literature and develops a comprehensive research model for rapport building. The model discusses two phases: the personal factors which include “characteristics”, “experience and knowledge” and the organizational factors that include “training”, “company culture and reputation”. The second purpose of this study is to test the research model through conducting survey of helping rapport factors. 98 questionnaires were sent out to 3M Taiwan sales representatives and got 54 valid responses. The valid responded rate is 55%. The study uses Internal Consistency Analysis and Paired Sample T-Test to evaluate weather the factors are significant and reliable to rapport. Meanwhile, the study observes the important elements of the four factors, “Characteristics”, “Experience and Knowledge”, “Company culture and reputation”, “Training” that indicate strongly reliable and significant to the rapport building. Key word: Personal Selling, Rapport, Salespeople, Selling