Question

What is fundamentally incorrect with the hypothesis: "Salespeople are more likely to be successful when dealing with prospects who are similar to themselves in demographic characteristics, personality traits and attitudes than when their prospects have characteristics different from their own."?

Answer 1

There is no research that supports the similarity hypothesis.

Step-by-step explanation:

Imagine the opposite, that this hypothesis is true, then you would only purchase goods or services from a salesperson that is extremely similar to you. Think about the things that you have purchased lately (don't include internet purchases). Did the salesperson that sold them to you was similar to you, or did you buy the goods because the salesperson was similar to you? Unless you live in a very small town with little diversity, I doubt the answer would be yes.

That doesn't mean that having a salesperson similar to you is not useful. On some occasions, for example military recruiters (they sell the idea of joining the army), the salespeople need to be similar to the potential customers, e.g. high patriotism, like weapons, etc. But it doesn't apply to all the situations, it is more an exception than a rule.