No conversion, no conversation: consequences of retail salespeople disengaging from unpromising prospects
研究了零售销售人员对无望客户采用“不转化，不交谈”策略的绩效影响，发现该策略在高客流、经验丰富或注重长期关系的销售员中提升业绩，但在低客流且同事也使用时效果不佳。
Abstract On encountering a prospect whom they believe unlikely to make a purchase, some retail salespeople adopt a sales strategy of limiting engagement with the customer, relying on a “no conversion, no conversation” (NC 2 ) sales strategy. Is this a good or bad sales strategy? Based on a multisource dataset combining salespeople and objective sales performance data, the authors examine retail salespeople’s performance consequences of disengaging from a customer, i.e., of the NC 2 sales strategy. Higher sales performance and sales growth arises from the use of an NC 2 sales strategy when (1) salespeople are experienced professionals skilled in gauging customers’ purchase likelihood, (2) store traffic is high, and (3) salespeople are oriented to building lasting customer relationships. However, (4) when store traffic is low and peers use the NC 2 sales strategy as well, this customer disengagement strategy yields lower returns for salespeople.