Abstract: Selling has changed. Selling has taken on aspects of
relationship marketing and sales force play a critical role in
developing long-term relationships between buyers and sellers which
is seen to serve the company’s targets and create success for a long
run. The purpose of this study was to examine what really matters in
buyer-seller encounters and determine what expectations business
buyers have. We studied 17 business buyers by a qualitative
interview. We found that buyers appreciate encounters where the
salesperson face the buyer as a way he or she is as a person, map the
real needs to improve buyers’ business and build up cooperation for
long-term relationship. This study show that personality matters are a
key elements when satisfying business buyers’ expectations.
Abstract: This paper contributes to our knowledge about buyerseller
relations by identifying barriers and conflict situations
associated with maintaining and developing durable business
relationships by small companies. The contribution of prior studies
with regard to negative aspects of marketing relationships is
presented in the first section. The international research results are
discussed with regard to the existing conceptualizations and main
research implications identified at the end.