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.
|Number of pages||7|
|Journal||Journal of Personal Selling and Sales Management|
|Publication status||Published - 01 Jan 1990|