Value-Based Selling In Business Relationships

Christian Grönroos, Hanken School of Economics Finland
Paul Viio, Hanken School of Economics Finland

A long-term selling approach requires a service approach. In order to avoid a price trap in sales negotiations, a value orientation can be taken. In this project adaptation of the sales process is developed such that it takes into account the customer’s level of buying readiness.

 

Viio, Paul and Grönroos, Christian (2014): Value-based sales process adaptation in business relationships. Industrial Marketing Management, Vol. 43, No. 6, pp. 1085-1095

Viio, Paul and Grönroos, Christian (2016): How buyer-seller relationship orientation affects adaptation of sales processes to the buying process. Industrial Marketing Management, Vol. 45 (forthcoming)