A1 Refereed original research article in a scientific journal
'It's almost like taking the sales out of selling'-Towards a conceptualization of value-based selling in business markets
Authors: Terho H, Haas A, Eggert A, Ulaga W
Publisher: ELSEVIER SCIENCE INC
Publication year: 2012
Journal: Industrial Marketing Management
Journal name in source: INDUSTRIAL MARKETING MANAGEMENT
Journal acronym: IND MARKET MANAG
Volume: 41
Issue: 1
First page : 174
Last page: 185
Number of pages: 12
ISSN: 0019-8501
DOI: https://doi.org/10.1016/j.indmarman.2011.11.011
Abstract
While the creation of superior customer value is regarded as fundamental to a firm's long-term survival and growth, little is known about the effective implementation of a firm's value orientation at sales force level. As the sales force plays a pivotal role in implementing marketing strategies, this study adopts a discovery oriented approach and conceptualizes value-based selling as an effective sales approach in business markets. Based on in-depth interviews with sales managers in a variety of industries, we identify and portray three salient dimensions of value-based selling, namely (1) understanding the customer's business model, (2) crafting the value proposition, and (3) communicating customer value. The selling behavior entails a mutual orientation and focuses on the value-in-use potential of the offering for the customer's business profits. We argue that value-based selling is a unique concept that differs from the established selling approaches and propose a conceptual model linking value-based selling to performance outcomes. To further advance our knowledge about the effective implementation of a firm's value orientation, we identify future research avenues embracing qualitative and quantitative research methodologies. (C) 2011 Elsevier Inc. All rights reserved.
While the creation of superior customer value is regarded as fundamental to a firm's long-term survival and growth, little is known about the effective implementation of a firm's value orientation at sales force level. As the sales force plays a pivotal role in implementing marketing strategies, this study adopts a discovery oriented approach and conceptualizes value-based selling as an effective sales approach in business markets. Based on in-depth interviews with sales managers in a variety of industries, we identify and portray three salient dimensions of value-based selling, namely (1) understanding the customer's business model, (2) crafting the value proposition, and (3) communicating customer value. The selling behavior entails a mutual orientation and focuses on the value-in-use potential of the offering for the customer's business profits. We argue that value-based selling is a unique concept that differs from the established selling approaches and propose a conceptual model linking value-based selling to performance outcomes. To further advance our knowledge about the effective implementation of a firm's value orientation, we identify future research avenues embracing qualitative and quantitative research methodologies. (C) 2011 Elsevier Inc. All rights reserved.
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