Sales communication competence in international B2B solution selling

Koponen, Jonna; Julkunen, Saara; Asai, Akiko

doi:10.1016/j.indmarman.2019.01.009

Cited by 78 publications

(59 citation statements)

References 65 publications

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“…Among recent service and marketing studies of B2B solutions (Eggert et al 2014;Macdonald et al 2016, Worm et al 2017, the majority focus on the underlying concept of business solutions and general requirements for seller and customer firms. Only a handful of solution studies explicitly address the role and activities of salespersons (e.g., Koponen et al 2019;Panagopoulos et al 2017;Ulaga and Kohli 2018;Ulaga and Loveland 2014). To develop a foundation for understanding the requirements that underlie salesperson engagement in solution selling, we turn to solution selling literature to develop three main insights (Table 1): (1) the concept of solution selling, (2) individual and organizational requirements associated with it, and (3) its outcomes.…”

Section: Solution Selling Researchmentioning

confidence: 99%

“…Second, we offer initial insights into the requirements for engaging salespersons in solution selling. Only a handful of prior solution studies even consider the roles and activities of salespeople during solution transformations (Koponen et al 2019;Panagopoulos et al 2017;Ulaga and Kohli 2018;Ulaga and Loveland 2014). Research has established that salespeople's solution selling involvement is vital, because it increases both their own and customers' performance (Panagopoulos et al 2017), but the optimal tactics for ensuring salespeople's engagement in solution selling in the first place remain unclear.…”

Section: Introductionmentioning

confidence: 99%

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Engaging a product-focused sales force in solution selling: interplay of individual- and organizational-level conditions

Salonen

Terho

Böhm

et al. 2020

J. of the Acad. Mark. Sci.

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This study explains how manufacturers tackle the critical managerial challenge of transforming a product-focused sales force to undertake solution selling. Through an application of configurational theory, the authors explain how individual and organizational conditions combine to determine salespeople's engagement in solution selling. Multilevel, multisource data from the sales organization of a global supplier of building solutions represent input from salespeople (N = 184), solution champions (N = 23), and sales managers (N = 26). A fuzzy set qualitative comparative analysis reveals no single, optimal way to overcome transformation challenges. Rather, consistent with prior research, solution selling requires certain types of salespeople, because valuebased selling is a necessary condition for successful engagement. Beyond this foundational condition, a heterogeneous sales force can be engaged, as long as the organization provides appropriate support that is tailored to individual salespersons' needs. The findings affirm that this viable support can come from either sales managers or solution champions.

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Section: Solution Selling Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Engaging a product-focused sales force in solution selling: interplay of individual- and organizational-level conditions

Salonen

Terho

Böhm

et al. 2020

J. of the Acad. Mark. Sci.

View full text Add to dashboard Cite

show abstract

“…Since B2B sales involve various areas of competence, e.g. identifying buyers' needs and problems, offering solutions, negotiating, and handling complaints, B2B sellers need strong interpersonal communication skills (Koponen, Julkunen & Asai, 2019). Therefore, it is assumed that B2B sales interaction requires a vast amount of social presence also in online context.…”

Section: Social Presencementioning

confidence: 99%

Social presence and e-commerce B2B chat functions

Koponen

Rytsy

2020

EJM

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Purpose Currently, online chat is in common use in e-commerce. By adding social interaction to the online context, companies hope to increase customers’ purchasing intentions. However, previous studies have not investigated how social presence is embedded in online business-to-business (B2B) chat conversations between buyers and sellers. Moreover, the functions of online chat in B2B sales have not been investigated. Design/methodology/approach The data was collected at a case company over the course of four years, from which the authors analyzed 157 online chat conversations between buyers (n = 157) and sellers (n = 9) with a theory-driven thematic analysis. In addition, data from the company’s customer relationship management system was collected to specify buyer types. Findings The results reveal that social presence was embedded in online B2B chat via buyers’ interactive, affective and relationship maintenance responses. Social presence differed depending on the type of buyer, with only existing customers having relationship maintenance responses. E-commerce B2B chat functions can be described as multiple and changing depending on the buyer–seller relationship stage. Research limitations/implications Having data only from one case company limits the results to one type of industry. Practical implications The results can be used in sales training and when developing online chat services. Originality/value Results bring scientific utility to B2B sales and marketing research, as the authors build a bridge between social presence, the existing theoretical model on B2B buyer–seller relationship development and online chat as a communication medium. Other researchers may use this understanding when exploring B2B buyer–seller interaction in different digitalized communication media.

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“…Dalam hal menciptakan kepuasan dan nilai bagi pelanggan, personal sales adalah ujung tombak perusahaan (Adesoga, 2016;Jean & Yazdanifard, 2015;Murithi, 2015;Talukder & Jan, 2017;Yousif, 2016). Karena berada di garda terdepan, personal sales harus menguasai teknik komunikasi yang baik serta penguasaan terhadap produk yang ditawarkannya (Basir, Ahmad, & Kitchen, 2010;Koponen, Julkunen, & Asai, 2019;Omar, 2018). Oleh sebab itu, personal sales hendaknya dapat mempersiapkan diri sebelum menghadapi calon pelanggan, dan yang terpenting juga ada menguasai produk yang ditawarkannya sehingga komunikasi dapat efektif.…”

Section: Pendahuluanunclassified

Pengelolaan Kesan Komunikasi Persuasif Personal Sales

Ardyati

2019

NJOC

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Personal sales adalah salah satu dari ujung tombak perusahaan. Karena selalu ada di garda terdepan, personal sales harus memiliki kemampuan komunikasi yang baik dan menguasai product knowledge. Penelitian ini bertujuan untuk mengetahui pengelolaan kesan verbal dan nonverbal personal sales PT. Sumber Phoenix Makmur. Menggunakan paradigma konstruktivisme, pendekatan penelitian yang digunakan adalah kualitatif. Data penelitian diperoleh melalui wawancara, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa pengelolaan kesan verbal dan nonverbal personal sales PT. Sumber Phoenix Makmur tidak berjalan maksimal lantaran personal sales belum memiliki kemampuan komunikasi yang baik sekaligus belum menguasai product knowledge.

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Sales communication competence in international B2B solution selling

Cited by 78 publications

References 65 publications

Engaging a product-focused sales force in solution selling: interplay of individual- and organizational-level conditions

Engaging a product-focused sales force in solution selling: interplay of individual- and organizational-level conditions

Social presence and e-commerce B2B chat functions

Pengelolaan Kesan Komunikasi Persuasif Personal Sales

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