A Socio-Instrumental Pragmatism View for Strengthening Sales Representatives’ Productivity in B2B Face-to-Face Sales Interaction System

This paper examined the possibility of an extension of Lind’s and Goldkuhl’s (2005) and Goldkhul (1998) conceptualization of business transaction (in terms of Business Action Theory, B.A.T.), in order to examine the value of a socioinstrumental pragmatism view of communication actions for B2B face-to-face sales interaction system. Such an approach allowed us to introduce clear propositions for strengthening sales representatives’ productivity. First, it attempted to do this by categorizing 42 (forty-two) identified empirical papers of the last decade (2000-2010) into Lind’s and Goldkuhl’s assumptions for B.A.T. in order to view communication as action. These assumptions were directly and implicitly equated with the assumptions and best practices of B2B face-to-face sales interaction system. Second, the occurrence of each category was presented in three (3) sections; the paper provided some summary points and interpretive claims. The discussion section assessed the extent to which these points and claims have addressed the stated aim of the paper, it reviewed whether the claims were unique in relation to existing literature and explored some implications and future possibilities