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Social Psychology and Sales

Zachary Hall, associate professor of marketing, researches how perception and intuition influence sales.

March 02,  2020

By Grace Toups, TCU Magazine

“Personal selling goes to the idea of what is termed consultative selling. It’s working with a client, helping them identify their problem, and most of the time they don’t know what it is. You’re collaborating with the customer and then coming up with a creative solution to the problem,” said Zach Hall, associate professor of marketing and director of operations for the Sales and Customer Insights Center.

Hall’s research focuses on the benefits salespeople gain from making accurate, intuitive judgments about consumers. He won the American Marketing Association’s SIG Sales Excellence in Research Award in 2016 for a study about sales intuition.

Uniquely, a lot of Hall’s research is through the foundations he learned as a professional poker player.

“It really starts with first understanding yourself: your own tendencies, your own flaws, your own strengths, and then you have to learn to control yourself. The third step is to know other people, their strengths and weaknesses, and then you have to act appropriately,” he said.

Read his Q&A featured in Endeavorshere.

Watch the video, “Success in Sales Requires Skills in Perception,” here.

Editor’s note: Hall’s recently published research includes:
“Information Disclosure in Negotiating with Informed Customers,” Marketing Science Institute Working Paper Series, 2019. 
“The Ambidextrous Sales Force: Aligning Salesperson Polychronicity and Selling Contexts for Sales-Service Behaviors and Customer Value,” Journal of Service Research, 2019.
“Taking the Measure of Measurement in Sales Research,” Journal of Personal Selling & Sales Management, 2019. 
“Cooperation in B2B Relationships: Factors that Influence Customers’ Perceptions of Salesperson Cooperation,” Industrial Marketing Management, 2018.