Salesperson Listening in the Extended Sales Relationship: An Exploration of Cognitive, Affective, and Temporal Dimensions

Abstract

This paper reports the findings of an exploratory study of salesperson listening in the context of an extended sales relationship. In-depth interviews with both buyers and sellers suggest that listening has both cognitive and affective characteristics. Moreover, the data indicate a temporal dimension of listening, not addressed in current models of listening in the sales literature. Further, there appears to be a link between the salesperson’s listening and the impressions of affective and cognitive empathy created and maintained over the course of sales interactions with customers. The impressions of affective and cognitive empathy created may affect the development of buyer–seller relationships.