Salesperson Communication Style: The Neglected Dimension in Sales Performance

Document Type



Published by the Association for Business Communication in the Journal of Business Communication, volume 29 issue 1, 1992. Bryant users may access this article here.


Association for Business Communication

Publication Source

Journal of Business Communication


This article reports two studies which investigated the relationship between communication style variables and sales performance. Norton's (1978) communication style construct was used as a guiding framework. Study 1 examined 74 real estate agents' self-reports of communication style, performance and the general sales practices they used. The precise dimension of communication style was found to be strongly associated with effective sales performance in a real estate organization. Study 2 experimentally tested whether different combinations of the precise and friendly sub-constructs affect sales performance. Four groups of students viewed videotapes of a sales interaction and the experimental findings confirmed those obtained in the field study.