Adaptive Selling at Trade Shows.

Adaptive selling is the notion that salespeople alter their selling message to fit the buyer in order to increase the likelihood of success. This paper presents the results of a study where trade show salespeople were presented with three types of buyers. The findings indicate that salespeople do alter the content of their presentation depending on the type of buyer they are faced with. Implications for practitioners concern the importance of formal training so that prospects are closed for the appropriate follow-up. [ABSTRACT FROM AUTHOR]