publication . Article . Other literature type . 2012

‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets

Harri Terho; Alexander Haas; Andreas Eggert; Wolfgang Ulaga;
Closed Access
  • Published: 01 Jan 2012 Journal: Industrial Marketing Management, volume 41, issue 1, pages 174-185
Abstract
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 va...
Subjects
free text keywords: Personal selling, Business model, Business, Conceptual model, media_common.quotation_subject, media_common, Customer retention, Cross-selling, Strategy implementation, Business value, Marketing, Value proposition
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publication . Article . Other literature type . 2012

‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets

Harri Terho; Alexander Haas; Andreas Eggert; Wolfgang Ulaga;