Satisfactory Listening: The differential role of salesperson communication in (co)creating value for B2B buyers

URI marketing professor, Dr. Mehdi Hossain and Jonathan Ross Gilbert of Sykes College of Business at the University of Tampa have collaborated on a new paper published in the Industrial Marketing Management journal.

The paper, Satisfactory Listening, examines how a salesperson’s listening skills can contribute to the value creation process when interacting with a buyer.

The paper goes on to address how various facets of listening contribute to the process through different means; how non-verbal (vs. verbal) components of listening primarily influences imagery (vs. transactional value); and the ways in which core aspects of communication contribute to both types of value creation.