Interaction between the salesperson and customer: A framework for improving the sales outcome

Date of this Version


Document Type

Conference Paper

Publication Details

Published Version.

Hemphill, E., Dubelaar, C., Goodman, S. & Geursen, G. (2005). What gives salespeople their competitive edge? Paper presented at the 2005 American Marketing Association (AMA) winter educators' conference, San Antonio, Texas, United States.

Access the conference proceedings. (Paper pp. 242-252.)

© Copyright the American Marketing Association, 2005.


This paper examines the role of disclosure on agency establishment. Structural Equation Modeling reveals the need for salespeople to reach a level of “rapport” for a phase transition prior to any eventual sale. Reaching this level is a key driver of successful outcomes, rather than the negotiating skills.

This document is currently not available here.



This document has been peer reviewed.