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The role of salesperson emotional behavior in value proposition co-creation

Catherine Johnson (Department of Marketing and International Business, University of Toledo, Toledo, Ohio, USA)
Timo Kaski (Department of Research and Innovation, Haaga-Helia Ammattikorkeakoulu, Helsinki, Finland)
Yvonne Karsten (InRoos Consulting, Helsinki, Finland)
Ari Alamäki (Department of Digital Business, Haaga-Helia Ammattikorkeakoulu, Helsinki, Finland)
Suvi Stack (Department of Research and Innovation, Haaga-Helia Ammattikorkeakoulu, Helsinki, Finland)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 8 February 2021

Issue publication date: 1 September 2021

1063

Abstract

Purpose

This paper aims to focus on how salespeople use emotions to build connections and facilitate value proposition co-creation (VPCC) in B2B complex services sales.

Design/methodology/approach

This paper uses video recordings of authentic B2B sales meetings in a two-part qualitative study.

Findings

This paper proposes a set of salesperson emotional behaviors that influence the co-creation of value propositions with customers. This paper uncovers five salesperson emotional behavior archetypes influencing VPCC.

Research limitations/implications

This study advances the value proposition literature by linking salespeople’s emotional behaviors with micro-level activities in the collaborative crafting of value propositions. The unique methodology may encourage researchers to apply video recordings in future studies.

Practical implications

The study provides managerial guidelines for improved selling competence and sales team organization.

Originality/value

This study’s findings represent a new insight into the actual manifestations of salesperson emotional behaviors that are commonly discussed but rarely observed directly.

Keywords

Citation

Johnson, C., Kaski, T., Karsten, Y., Alamäki, A. and Stack, S. (2021), "The role of salesperson emotional behavior in value proposition co-creation", Journal of Services Marketing, Vol. 35 No. 5, pp. 617-633. https://doi.org/10.1108/JSM-11-2019-0455

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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