1. Solution Selling in B2B: Perception of Solution Selling in Challenging Times of Management, Salesperson and Customers
- Author
-
Guenther Maier
- Subjects
Perception ,media_common.quotation_subject ,Advertising ,Business ,Solution selling ,media_common - Abstract
Globalization and digitalization have yielded new challenges in the B2B sales environment. Besides positive also negative effects appeared in the last decades. Customer behaviour is becoming more complex, and the rivalry between the firms is getting more aggressive. Especially product-centred firms strive to fulfil their financial targets. The actual situation of COVID-19 amplify this situation. This new challenge entails firms and salespeople to find new resilient ways to survive and overcome crisis’s and resist the rivalry of competitors. The present article is based on the theoretical and extant literature of solution selling and customer solutions in different industries. Potential effects on solution selling will be discussed and contributed through empirical interviews with people in a leadership position in sales. This article analyses the individual perception of related stakeholders in B2B sales and will provide valuable insights on solution selling concerning their resilient attribute. This present review will contribute scholars on the existing literature and firms which are seeking for methods to distinct from competitors and to overcome crisis´s. Finally, the gaps in the scientific literature will be discussed for further research.
- Published
- 2021
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