Adaptive communication: The adaptation of the seller’s interpersonal style to the stage of the dyad’s relationship and the buyer’s communication style

Selection of the appropriate communication style by the selling unit can be explicitly managed; but effective selection requires an understanding of the situational nature of communication style selection as it pertains to the stages of an exchange relationship. The purpose of this manuscript is to provide a normative model that describes how sellers might adapt their communication style tobest fit the buyer's primary interpersonal communication style and the relevant stage of the exchange relationship.