Interpersonal influence strategies in complex B2B sales and the socio-cognitive construction of relationship value

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Title: Interpersonal influence strategies in complex B2B sales and the socio-cognitive construction of relationship value
Authors: Hohenschwert, Lena
Geiger, Susi
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Date: Aug-2015
Abstract: The investigation of how exactly salespeople create value at the individual level of interaction is still incomplete. While there have been lively debates on value creation and co-creation processes at the organizational level in the business marketing literature, researchers have paid much less attention to the fact that such processes almost always start at the interpersonal level of buyer-seller interactions. Through utilizing a symbolic interactionist perspective and the ethnographic research method of shadowing, the present study moves research insights into value creation in sales forward by depicting the detailed activities and tactics that influence customers' value perceptions during the sales encounter. We complement the sales influence literature with three additional tactics: disrupt, reassure and dedicate. We also expand the framework of value creation in sales interactions by identifying three value strategies that change, strengthen or expand customer value perceptions through different socio-cognitive mechanisms.
Type of material: Journal Article
Publisher: Elsevier
Journal: Industrial Marketing Management
Volume: 49
Start page: 139
End page: 150
Copyright (published version): 2015 Elsevier
Keywords: B2BSalesValue creationInfluence strategiesSymbolic interactionism
DOI: 10.1016/j.indmarman.2015.05.027
Language: en
Status of Item: Peer reviewed
Appears in Collections:Business Research Collection

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