When a salesperson calls on a customer simply to build goodwill, he or she is playing the part of a:

Question

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A missionary salesperson is one who focuses on building long-term relationships with customers, rather than just making immediate sales. Building goodwill is a key aspect of this approach, as it helps to establish trust and strengthen the relationship between the salesperson and the customer. Technicians, deliverers, and demand creators are all more focused on making sales, and may not place as much emphasis on building goodwill for its own sake.

When a Salesperson Calls on a Customer Simply to Build