A Push or a Nudge: Understanding Consumer Perceptions of Sales Pressure

Abstract

The authors share recent research related to consumer perceptions of high pressure sales tactics. A model was developed depicting two types of sales pressure: aggressive and directive, both of which impact consumers’ trust in, and satisfaction with, the salesperson and the company. Aggressive pressure has a negative impact while directive pressure may be positive, as the consumer views the salesperson as helpful in addressing their needs. Directive sales pressure is much less damaging to desirable marketing outcomes. The authors developed a scale to measure perceptions of sales pressure. This scale can be added to any customer satisfaction survey. The results can be used in sales training.

Keywords: Sales, Sales Pressure, Consumer behavior