Value-based selling: a multi-component exploration

doi:10.1108/JBIM-02-2017-0037

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Value-based selling: a multi-component exploration

2019-03-04

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Mario Kienzler *

Daniel Kindström

Thomas G. Brashear

DOI：10.1108/JBIM-02-2017-0037

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Abstract

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Purpose This paper aims to investigate factors that affect the use of value-based selling and the subsequent influences on salespeople's sales performance. Design/methodology/approach Industrial salespeople from five steel manufacturers were surveyed. Scales measure three components of value-based selling: comprehension, crafting and confirmation. Partial least squares path analysis tested the conceptual model. Findings Salespeople's learning orientation has the greatest impact on the use of value-based selling. Managerial support exerts a positive effect on crafting. Salespeople's experience has a positive impact on comprehension and confirmation. The implementation of value-based selling has a positive effect on sales performance. Research limitations/implications - The research is cross-sectional, with a small sample size (n = 60). The data were collected from a single source (i.e. salespeople). Practical implications - The results suggest that value-based selling is a multi-component sales process that requires balancing managerial actions among individual and organizational factors. Originality/value - This paper presents a broad evaluation of measures and assessments of value-based selling in business-to-business sales settings. The findings provide new elaborations on the theoretical and practical implications of value-based selling and reveal which individual and organizational factors affect the usage of value-based selling.

Keywords:

Manufacturing

Experience

Value-based selling

Learning orientation

Managerial support

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