Business | Sales and Merchandising


As customer interactions have shifted to Zoom, sales jobs have become increasingly transactional and lonely. Recent research suggests this is a costly problem that goes beyond a hit to morale: It’s actually causing three problematic behaviors — social awkwardness, impaired memory, and conspicuous overspending on customers — that could damage business performance. The authors offer eight strategies managers can implement to help salespeople feel less lonely and ensure your team is approaching customers with confidence.

Original Citation

Good, V., & McLeod, L. E. (2022). Are Lonely Salespeople Costing You Customers? Harvard Business Review. https://hbr.org/2022/05/are-lonely-salespeople-costing-you-customers