An Empirical Examination of the Impact of Salesperson Empathy and Professionalism and Merchandise Salability on Retail Buyers' Evaluations

Abstract

This paper examines the impact of two salesperson ability-related characteristics on successful sales interactions in the context of selling to retail apparel buyers. The study followed a 2 × 2 × 2 between-groups factorial design using scenarios to manipulate salesperson empathy, salesperson professionalism, and merchandise salability at two levels each. The study explores the impact of these factors, along with several retail buyer demographics, on retail buyer's likelihood of listening to future sales presentations and placing an order. The results support the importance of both salesperson empathy and professionalism and also identify an important professionalism by empathy interaction. Suggestions are provided for additional research.