Relationship selling-application in household appliances retail stores in Santa Fe, Argentina

This paper is focused on relationship selling as a new approach on sales, which emerges mainly as a consequence of the deep and major changes related to the business world. Thus, when using personal selling, a greater attention is being put on the methods based on relationships, unlike what occurs in traditional paradigms. This exploratory research is based on the analysis of the application of relationship marketing tools on the sales management of eight retail stores which sell household appliances in Santa Fe city, and intends to discuss the advantages and disadvantages of this paradigm. It also suggests, based on the results found, a basic and specific guide of actions containing a plan of relationship selling to be followed by this sector, since none of the companies considered put this approach into practice, or better, they only used a few of its components in an isolated manner