Relationship Selling: The Personalization of Relationship Marketing

process that involves attracting the right type of customers and then building, maintaining and enhancing interactions with them in order to develop long-term satisfaction through mutually beneficial partnerships. Key components of relationship selling are reviewed, different levels of relationships are explored and benefits of building relationships are summarized. Five key antecedents of relationship selling are also developed. These include customer/prospect analysis, service quality, trust, personalized service and value added. Finally several research questions involving relationship selling and sales management of relationship salespeople are offered. This paper was presented at the First International Colloquium in Relationship Marketing, Monash University, Australia, August, 1993. Relationship Selling: The Personalization of Relationship Marketing