Stories and metaphors in retail selling
Stories and metaphors in retail selling
复制标题
零售业的故事和隐喻
DOI：
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复制
发表时间：
2018
影响因子：
4.4
通讯作者：
Casey C. Rockwell
中科院分区：
文献类型：
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作者：
David A. Gilliam;Casey C. Rockwell
目的
本文的目的是提出未来的研究方向的故事和隐喻作为简洁的沟通工具，特别是突出的快节奏的今天的零售销售环境。
设计/方法/方式
一个跨学科的方法，提出了新的途径，销售沟通研究。
结果
这项工作突出了研究的可能性与相关的理论方法的故事和隐喻的语境敏感的结构。这可以改善对故事和隐喻的研究，作为零售销售的沟通技巧。
研究限制/影响
研究结果表明，故事和隐喻是非常吸引人的感觉制造工具，销售人员可以使用在零售销售的遭遇。在销售领域缺乏现有的文献表明，在界定这些工具的使用方面存在着一个显著的学习曲线。
实际影响
销售人员目前使用故事和隐喻，但没有广泛的科学理解。本文为研究奠定了基础，可以明确这些工具在零售销售中的使用。
独创性/价值
研究人员将受益于一个更细粒度的概念化与研究销售沟通。拟议的研究应该让销售从业者更清楚地了解使用故事和隐喻的销售遭遇。
Purpose
The purpose of this paper is to propose future directions for research into stories and metaphors as concise communication tools that are particularly salient for the fast pace of today’s retail sales environment.
Design/methodology/approach
A cross disciplinary approach is taken to propose new avenues for sales communication research.
Findings
This work highlights research possibilities into the contextually sensitive constructs of stories and metaphors with associated theoretical approaches. This could improve research into stories and metaphors as communication techniques for retail selling.
Research limitations/implications
The findings indicate that stories and metaphors are highly engaging sensemaking tools that salespeople can use in retail sales encounters. The lack of existing literature within the sales domain suggests a significant learning curve in demarcating the use of these tools.
Practical implications
Stories and metaphors are presently used by salespeople but without the benefit of extensive scientific understanding. This paper builds a foundation for research that could bring clarity to the use of these tools in retail selling.
Originality/value
Researchers will benefit from a finer grained conceptualization with which to examine sales communication. The proposed research should get sales practitioners a clearer understanding of using stories and metaphors in sales encounters.