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Article
Publication date: 10 November 2022

Paolo Guenzi and Edwin J. Nijssen

Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been…

1064

Abstract

Purpose

Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been explored. This study aims to develop a motivation-opportunity-ability (MOA)-based model that shows how an individual salesperson’s task-specific motivation to implement DSS affects personal capabilities to engage in DSS-related internal coordination, customer networking and ultimately VBS behavior. The authors also account for the supervisor’s DSS-focused behavioral control as the opportunity variable, potentially influencing all other variables in the framework.

Design/methodology/approach

The authors test the model and hypotheses using data of 178 salespeople from a B2B company growing its digital solutions business. Path modeling and SmartPLS software are used to estimate the model.

Findings

The results demonstrate the key importance of DSS implementation motivation to implement VBS. The findings emphasize the mediating role of salespeople’s ability to collaborate with colleagues and engage in customer networking to configure the right idiosyncratic digital solutions and demonstrate these solutions’ economic value. Supervisors have a fundamental role in directly and indirectly stimulating DSS motivation, DSS-related customer networking ability and VBS.

Research limitations/implications

The study has several limitations. The authors examined a single company. In addition to internal coordination and customer networking, other relevant abilities of salespeople could be considered as mediators between DSS and VBS. Similarly, other opportunity factors may be analyzed in the future, such as supervisors’ risk orientation and ability to stimulate team spirit. Future research could also investigate other salespeople’s individual talents and additional organizational support variables that predict a salesperson’s behavioral and outcome performance in DSS and VBS.

Practical implications

Companies willing to adopt VBS should acquire, develop and retain salespeople characterized by strong motivation to implement DSS. Supervisors should adopt a DSS-focused behavioral control, and companies should support supervisors through appropriate training on how to manage detailed feedback to salespeople constructively and sales performance management systems that systematically track DSS-related sales force activities and results. Companies should also facilitate DSS-related teamwork, for example, through team incentives, and DSS-related customer networking, for instance, through appropriate sales enablement platforms and tools.

Originality/value

The research addresses the communalities and differences between solutions selling and VBS, suggesting a causal relationship. While prior research has analyzed solutions and value mainly as corporate strategies at the organizational level, the current study considers implementation at the individual salesperson level. The study focuses on digital solutions, which are more uncertain and complex to sell than traditional solutions.

Details

European Journal of Marketing, vol. 57 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 December 2022

Christoph Tienken, Moritz Classen and Thomas Friedli

Digital solutions (DS) that build on recurring revenue models (RRMs) offer new opportunities to continuously create and capture superior value. However, many firms fail to engage…

1254

Abstract

Purpose

Digital solutions (DS) that build on recurring revenue models (RRMs) offer new opportunities to continuously create and capture superior value. However, many firms fail to engage their sales force in digital solution selling (DS selling), leading to agency problems that receive little attention in literature. This study aims to examine the drivers of agency problems that surface in the transition toward DS selling and the sales control systems that resolve these problems.

Design/methodology/approach

The authors conducted a qualitative, inductive study. Data were collected from interviews with 72 marketing and sales managers representing 53 industrial firms transitioning toward DS selling.

Findings

DS selling is subject to adverse selection and moral hazard caused by motivation-related, opportunity-related and ability-related drivers. Input, capability, activity and outcome controls – detailed in this study – can resolve these agency problems.

Research limitations/implications

The limitations of this study’s methodology and scope suggest several directions for future research. Methodology-wise, the authors mainly relied on cross-sectional interview data from informants in Central and Northern Europe. Scope-wise, more research is needed on the capabilities, processes and steering instruments supporting DS sales. Finally, only now do the authors begin to understand which compensation plans motivate DS selling.

Practical implications

The controls identified in this study help managers to steer their sales force in DS sales.

Originality/value

To the best of the authors’ knowledge, this study is the first to investigate DS sales control systems. Thereby, the authors enhance prior understandings of solution selling, agency problems and sales control systems.

Details

European Journal of Marketing, vol. 57 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 29 May 2018

Björn Axelsson and Mats Vilgon

The topics of this chapter are quite fundamental for the book. The chapter deals with value in B2B; what is value, what creates value, how could value be identified, estimated…

Abstract

The topics of this chapter are quite fundamental for the book. The chapter deals with value in B2B; what is value, what creates value, how could value be identified, estimated, and exploited. For these reasons, the chapter presents a value calculation model and carries out a critical discussion of the meaningfulness of doing such calculations.

A second theme is a discussion about solution sales relative to product sales and also systems selling. We also provide a comparison between business ventures focusing on selling goods, a goods-dominant logic, relative to services, a service-dominant logic. This comparison is made with reference to the two underlying themes of the book, the solution-oriented business and the continuously ongoing organizing activities.

Article
Publication date: 24 July 2009

F. Leff Bonney and Brian C. Williams

This paper seeks to define a new construct, salesperson opportunity recognition, which contributes to solutions selling effectiveness and efficiency.

4208

Abstract

Purpose

This paper seeks to define a new construct, salesperson opportunity recognition, which contributes to solutions selling effectiveness and efficiency.

Design/methodology/approach

A framework for the composition of salesperson opportunity recognition as well as antecedents and outcomes is constructed from an analysis and synthesis of the extant literature on entrepreneurial cognition and creativity.

Findings

The paper identifies salesperson opportunity recognition as a distinct, multi‐dimensional construct that mediates the relationship between key organizational variables and solutions selling outcomes.

Research limitations/implications

The paper is conceptual and requires empirical development.

Originality/value

This paper describes key cognitive processes necessary for salespeople to succeed in today's solutions‐oriented, customer‐centric environment. The discussion should help sales scholars embark on new research into salesperson cognition.

Details

European Journal of Marketing, vol. 43 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 March 2024

Karen M. Peesker, Lynette J. Ryals and Peter D. Kerr

The digital transformation is dramatically changing the business-to-business (B2B) sales environment, challenging long-standing views regarding the critical competencies required…

Abstract

Purpose

The digital transformation is dramatically changing the business-to-business (B2B) sales environment, challenging long-standing views regarding the critical competencies required of salespeople. This paper aims to explore the personal traits associated with sales performance in a digital selling environment.

Design/methodology/approach

Using template analysis, the researchers captured and coded over 21 h of in-depth, semi-structured interviews with senior sales leaders from various industry sectors, exploring their perceptions of the personal traits now required of B2B salespeople in the digital landscape.

Findings

The research identifies three high-level trait types critical to sales success within a digital selling environment: “analytical curiosity” – the natural motivation and ability to gather and synthesize sales-related knowledge, “empathetic citizenship” – the ability to establish initial rapport while building long-term trust and “disciplined drive” – the exertion of selling effort in a highly focused and methodical manner across all stages of the sales process.

Research limitations/implications

The present data came from interviews with sales leaders in Canada. A more global sample may lead to additional insights. Moreover, the sample was drawn from long-cycle B2B sales environments; conclusions may differ for short-cycle or business-to-consumer markets.

Practical implications

This paper presents a framework for hiring and developing salespeople in the digital sales environment, identifying personal trait types that sales leaders should look for when hiring: analytical curiosity, empathetic citizenship and disciplined drive. The paper identifies how these trait types influence sales success, suggesting that sales leaders could coach and educate their teams to make the best use of them.

Originality/value

This paper presents a conceptual framework for hiring in the digital sales environment and introduces the trait of analytical curiosity not previously discussed in the literature.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 9 September 2019

Yongmei Liu

Integrating relationship marketing and management research, the author explores internal selling (i.e., a salesperson’s internally focused efforts intended to identify, solicit…

Abstract

Integrating relationship marketing and management research, the author explores internal selling (i.e., a salesperson’s internally focused efforts intended to identify, solicit, and use internal sales resources to support external selling activities) as a unique source of salespeople role stress and examine its contingent outcomes. The conceptual model suggests that internal selling as a job demand and stressor leads to increased salespeople role stress. However, a number of situational (i.e., selling organization market orientation, service climate, and seller–buyer relationship) and individual factors (i.e., networking ability and psychological capital of the salespeople) serve as job and personal resources to moderate the internal selling–outcome relationships, such that when such resources are adequate, internal selling will reduce role stress and increase sales performance. The author also examines situational (i.e., customer solutions offering and formalization of the selling organization) and individual (i.e., salespeople power and social status) antecedents of internal selling. The model provides useful insights and practical guidance for selling organizations to recognize mechanisms associated with internal selling in their organizations, and to intentionally design within organization support systems to enhance salespeople well being and enable them to participate effectively in the relational process of selling. The chapter stresses the need to develop context-specific stress models for different occupations and job roles.

Details

Examining the Role of Well-being in the Marketing Discipline
Type: Book
ISBN: 978-1-78973-946-6

Keywords

Article
Publication date: 11 September 2018

Mathias Hasselblatt, Tuomas Huikkola, Marko Kohtamäki and David Nickell

This paper aims to identify a manufacturer’s abilities to develop, build, sell and deliver Internet of Things (IoT) services.

2142

Abstract

Purpose

This paper aims to identify a manufacturer’s abilities to develop, build, sell and deliver Internet of Things (IoT) services.

Design/methodology/approach

This paper is a qualitative comparative case method that uses multiple sources of data, including executive interviews and secondary data, to understand a manufacturer’s IoT capabilities.

Findings

Five strategic IoT capabilities were identified: digital business model development, scalable solution platform building, value selling, value delivery and business intelligence and measurement.

Research limitations/implications

The main limitations are related to the qualitative research method applied. The results are applicable mainly to relatively large and global manufacturers.

Practical implications

Managers responsible for solution business development can apply the developed model to acquire and manage IoT specific resources, processes and capabilities.

Originality/value

Existing studies have not addressed the IoT-specific resources, processes and capabilities that manufacturers’ possess. This is one of the first studies to conceptualize how these capabilities are used.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 23 September 2020

Yanzhe Liu and Xiaoyu Zhao

This study aims to investigate the new connotations, key antecedents, outcomes and contingency factors of value-based selling (VBS) in the context of business to business (B2B…

1500

Abstract

Purpose

This study aims to investigate the new connotations, key antecedents, outcomes and contingency factors of value-based selling (VBS) in the context of business to business (B2B) industrial marketing.

Design/methodology/approach

This study develops a comprehensive conceptual framework of VBS by analyzing and synthesizing the existing literature on VBS and associated solutions.

Findings

The paper describes the research streams of VBS; proposes a comprehensive conceptual framework consisting of the factors influencing VBS at the organizational, individual, customer and environmental levels, together with 12 research propositions; and provides an agenda for future research.

Research limitations/implications

The paper is conceptual; empirical studies are required for examining the suggested propositions and agenda.

Practical implications

VBS is a process-oriented sales approach that involves multiple value creation and plays a crucial role in industrial solution selling. The successful implementation of VBS depends on the micro-foundations of an organization’s dynamic capabilities and considers the influence of individual, customer and environmental factors.

Originality/value

To the best of the authors’ knowledge, this study is the first to introduce value co-creation and dynamic capability theory into VBS research in the context of industrial marketing. It discusses the antecedents, outcomes and contingency factors of VBS in detail in the form of a comprehensive research framework and proposes a future research agenda. These discussions expand the theoretical research on VBS and provide useful implications for B2B marketing practice.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Book part
Publication date: 29 May 2018

Abstract

Details

Organizing Marketing and Sales
Type: Book
ISBN: 978-1-78754-969-2

Book part
Publication date: 1 November 2008

Bernard Cova and Robert Salle

This paper draws on the experiences of project marketing and solution selling to improve the understanding of how to create superior value for customers. Project marketing and…

Abstract

This paper draws on the experiences of project marketing and solution selling to improve the understanding of how to create superior value for customers. Project marketing and solution selling have both developed approaches to deal with complex marketing situations for a number of years now. The upstream mobilization of customer network actors and the downstream enlargement of the content and scope of the offering are the key features of these approaches.

This paper presents two case studies to focus attention on elements that are crucial to this twin-track approach. The downstream extension of the offering relies on services supporting the customer's action (SSC), which supplement traditional services that support the supplier's product (SSP). The upstream extension leads to an introduction to other types of services or elements of the offering – the services supporting the customer's network actors (SSCN).

Furthermore, the paper proposes a marketing process that takes the supplier's viewpoint, for whom the entire approach is a network mobilization, into account. This approach to the offering, which included SSP, SSC, and SSCN, is typical of a network strategy in which the supplier recruits and enrolls new actors to (re)model the buying center.

This marketing process is in tune with the latest developments of the service-dominant (S-D) logic, as it proposes a move from the value chain toward a value-creation network/constellation. Consequently, creating superior value for customer means mobilizing and servicing actors far beyond the boundaries of the buying center, supply chain, and customer solution net.

Details

Creating and managing superior customer value
Type: Book
ISBN: 978-1-84855-173-2

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