The value of B2B face-to-face sales interaction in United States, Canada and Latin America

Many factors have influenced the way a sales representative interfaces with his/her respective customers. Rising labor costs, innovative technology devices and evolving customer preferences are all factors that need to be considered when designing a framework for a solid marketing relationship. Establishing and maintaining solid, long term marketing relationships are key to the success of a sales representative as well as the firm the representative is employed by (Jap 2001).;This research incorporated all relevant aspects of implementing a market driven strategy to support a sustainable customer marketing relationship, including understanding face-face customer sales requirements. The ultimate goal was to provide recommendations relative to the customer requirements (activities required including face-face activities required), so that the sales rep can focus specifically on those activities in maximizing their customer relationship and their own productivity.;Academic research on sales rep productivity is an important aspect to understand for individuals preparing for a sales career. Sales reps need to understand the cost of marketing to business and accordingly ensure that they are maintaining a profitable marketing relationship with the customers. Return on investment, as it relates to sales rep productivity, is increasingly important to all business as organizations attempt to deliver product (efficiently) to ultimate consumers. Face to face encounters represent a very expensive vehicle to communicate with customers and accordingly the value of that encounter needs to be evaluated.;As well, customers today as a result of the Internet and communication devices have extensive choices on who and how they can buy products and Services. Therefore, it is increasingly important to ensure that customer satisfaction is constantly monitored to ensure a high degree of loyalty with their sales reps.;This study included a review of the literature on sales rep productivity. Hypothesized relationships were developed from the literature and then provided with the methodological considerations. They are as follows:;Hypothesis 1 H1 - Customers engaging in face-face interaction with their sales rep have greater customer satisfaction than those that engage electronically (indirect). H1o - Customers engaging in face-face interaction with their sales rep have no greater customer satisfaction than those that engage electronically (indirect).;Hypothesis 2 H2 = Client Satisfaction ratings are not the same for all 24 elements (questions) that comprise the overall customer satisfaction rating. H2o = Client Satisfaction ratings are the same for all 24 elements (questions) that comprise the overall customer satisfaction rating.;Hypothesis 3 H3 = Client satisfaction ratings among the product sets (Software, Hardware & Services) are not the same for all clients surveyed. H3o = Client satisfaction ratings among the product sets (Software, Hardware & Services) are the same for all clients surveyed.;Hypothesis 4 H4 - There is greater loyalty in a face-face customer interaction than in a non face-face interaction. H4o - There is no greater loyalty in a face-face customer interaction than in a non face-face interaction.;Hypothesis 5 H5 = Business Partner & Vendor Direct customer satisfaction ratings (both face-face) are different for the clients surveyed. H50 = Business Partner & Vendor Direct customer satisfaction ratings (both face-face) are the same for the clients surveyed.;As a result of this research, the findings indicate that customer satisfaction levels are not compromised by engaging in an electronic relationship with the clients versus engaging in a face-face relationship. The results demonstrate that the customer satisfaction levels are actually higher in the indirect channel versus the direct channel. The business partner relationship and the indirect relationship essentially are the same relative to customer satisfaction levels.;Loyalty factors were consistent with the results on customer satisfaction levels. Loyalty was higher in the indirect client set than the direct client.;Finally, recommendations, implications and future research direction on sales rep productivity are reviewed.