Unit 4: Essay

On Holley’s account, how might a salesperson’s obligations to her customers differ if her clients are businesses rather than ordinary consumers? Make sure you describe and respond to at least 1 difficulty for your interpretation.

Unit 4: Essay Answer

Holley has chosen to focus his approach on sales to the individual consumer. He listed knowledge, non-compulsion and rationality as three conditions that should be met in order to have a mutually beneficial exchange between the customer and the seller (Holley, 1986.) Though he focused on the sole consumer, with some adjustments to the salesperson’s obligations, I argue that these conditions are also adequate measures to be met when the seller’s customer is a business.

Knowledge is the condition wherein the customer has adequate information on the product being sold by the seller.