Keller Center for Research

Browse Archives by Keyword: Marketing and Sales

Identifying and Managing the Buying Center
Charles Fifield, MBA

The buying center is comprised of various individual influences that shape the buyer’s purchase decision. Since a successful selling process is about enabling the buyer to make a quality purchase decision, understanding how to productively manage the buying center’s influences and efficiently guide the decision-making process can be critical to the final buy or no-buy outcome

Newly Hired Agents Who Fail Should Try, Try Again
Jeffrey Boichuk, PhD, Zachary Hall, PhD, and Michael Ahearne, PhD

Salespeople’s roles are far from failure-proof. In fact, approximately 50% of salespeople fail to reach their annual sales targets

Absolute versus Relative Sales Failure
Jeff S. Johnson, PhD, Scott B. Friend, PhD, Brian N. Rutherford, PhD, and G. Alexander Hamwi, PhD

Failure can have a profound impact on a salesperson’s effectiveness. Research has shown that failure affects a company’s bottom line through salesperson performance and turnover

Bringing in the Buyers: Leveraging Entrepreneurs’ and Executives’ Venture Location Decisions
Matthew Wood, PhD, Jeffery McMullen, PhD, and Alexander Kier, PhD

It is well documented that real-estate markets fluctuate over time, but since the financial crisis, real-estate markets have begun to fluctuate across geographic regions as well. One leading contributor to this disparity is public policy that seeks to encourage entrepreneurs and business leaders to locate in a state, or a specific community within a state, over another

Transformational Relationship Events
Colleen M. Harmeling, PhD, Robert W. Palmatier, PhD, Mark B. Houston, PhD, Mark J. Arnold, PhD, and Stephen A. Samaha, PhD

Every relationship has moments that define the expectations and feelings of the individuals in that relationship. Business relationships are no different. Specific events act as fundamental building blocks of those business relationships and are essential in shaping the relationship development

Developing a Winning Theme or The Attention Getter
Charles Fifield, MBA

Standing out from the competition by initially capturing the attention and the imagination of the buyer can oftentimes decide the fate of a sales call. Sometimes referred to as the attention getter or the opener, the theme offered at the beginning of a sales call is vitally important

How Does Reinterpretation Influence Our First Impressions?
Thomas C. Mann, PhD Candidate, and Melissa J. Ferguson, PhD

Common wisdom and psychological research alike advise that it is critically important to make a good first impression: the human mind is adept at drawing inferences about others from even the slimmest amount of information about their actions or appearance, and these impressions can impact decision-making

The Wrong Ladder: Mismatch Between Subgoal Sequences and Actual Goal Performance
Liyin Jin, PhD, Qian Xu, PhD, and Ying Zhang, PhD

For real estate professionals, success is measured by performance – how many homes you sell or how many customers you reach. One thing, however, is certain – the real estate industry is complex and requires strong motivation toremain successful

Understanding Client Attitudes
JaeHwan Kwon, PhD, and Dhananjay Nayakankuppam, PhD

People develop attitudes and opinions toward many different things, but we know that not all attitudes guide our behaviors

Can A Book be Judged Accurately Only by its Cover?
Zachary R. Hall, PhD, Michael Ahearne, PhD, and Harish Sujan, PhD

Sales professionals make judgments of their customers' preferences and tastes throughout the selling process – at times without being conscious they are doing so. These judgments enable effective selling

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