The salesperson's role in preventing B2B client switching

This exploratory paper examines how the salespersons actions or inappropriate actions influence B2B clients switching decision. In-depth interviews with both salespersons and clients who have switched provide the data. N-Vivo was used to assist with the analysis. Clients identified several key factors that resulted in their switching decision which included a breach of trust, lack of continuity and poor communication skills. Factors identified by salespeople and clients that lead to loyalty stemmed from providing industry knowledge and educating the client about the delivery processes. This qualitative study is based on actual behaviour and analyses responses from both salespersons and B2B clients.