The value of B2B face-to-face sales interaction in the United States, Canada, and Latin America

Establishing and maintaining solid, long term marketing relationships are instrumental to the success of a sales representative as well as the firm the representative is employed by (Jap, 2001). This research incorporated all relevant aspects of implementing a market driven strategy to support a sustainable customer marketing relationship, including understanding face-face customer sales requirements. The ultimate goal was to understand the customers satisfaction level with face-face sales representatives versus electronic relationship (email and telephone sales support) and as well determine if there is any greater loyalty in a face-face sales interaction versus electronic. As a result of this research, the findings indicate that customer satisfaction levels and loyalty are not compromised by engaging in an electronic relationship with the clients versus engaging in a face-face relationship. The results demonstrate that the customer satisfaction levels and loyalty are actually higher in the indirect channel versus the direct channel.