How salespeople facilitate buyers' resource availability to enhance seller outcomes

Using interviews with managers and a literature review, the study develops and tests a conceptual model and measures for three constructs: the salesperson's focus on interaction; availability of buyer's resources; and relationship financial performance. The salesperson's interaction focus influences the availability of buyer resources, which also influences the financial performance of the relationship. This research shows the importance of salespeople being cognizant of many resources in the buyer-seller relationship including those of the buyer. The findings are useful for managers in managing buyer-seller relationships and in training salespeople to focus on what resources customers can offer sellers.