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Strome professor’s research suggests asking for help could be key to sales

It’s that time of year – back-to-school shopping is already underway, soon to be followed by the holiday shopping rush and, to top it all off, a flurry of end-of-year deals for new cars.

Indeed, the shopping season is in full swing. And a recent written by Strome College of Business Associate Professor of Marketing Dr. Veronica Thomas is giving both consumers and salespeople insight into how their interactions might influence sales.

Thomas’ article, written together with Stephanie Bear Mangus of Baylor University and Dora Bock of Auburn University, suggests one way that salespeople can endear themselves to customers and thus increase the likelihood of a successful sales negotiation is by simply asking the consumer for a favor.

While salespeople are often coached to endear themselves to the consumer by doing favors for them (such as holding their bags or getting them a glass of water), Thomas and colleagues suggest doing just the opposite – asking the consumer for a favor that is unrelated to the sale.

They draw on literature about interpersonal relationships which shows that requesting a favor typically sends a signal of desire for closeness and gives control to the individual performing the favor. As such, when a salesperson requests a favor, it implies more pure motives to the consumer and enhances their sense of control.

Thus, favor requests can help to offset the power imbalance consumers often feel when negotiating, putting them at ease, and, most importantly, enhancing their likelihood of negotiating so that they can get a better deal during this upcoming shopping season.

Thomas said that salespeople and retail associates are often looking for ways to put consumers at ease and signal that they are unlike the unpleasant stereotype of the “slick salesperson” that resides in consumers’ minds, but are there to help. The simple act of asking for a favor can do just that, she said.

Thomas’ article was recently selected for a 2023 Editor’s Choice: Sales Track award by the Journal of Business Research, a peer-reviewed journal that applies empirical research to business situations.

“We’re thrilled to have our research recognized by the Journal of Business Research,” Thomas said. “In identifying behavioral patterns that can affect sales outcomes, we can empower both consumers and salespeople to reach a resolution that benefits them both.”