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

Hohenschwert, Lena LU and Geiger, Susi (2015) In Industrial Marketing Management 49. p.139-150
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... (More)
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. (C) 2015 Elsevier Inc All rights reserved. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
interactionism, Symbolic, Influence strategies, Value creation, Sales, B2B
in
Industrial Marketing Management
volume
49
pages
139 - 150
publisher
Elsevier
external identifiers
  • wos:000359885500015
  • scopus:84938291711
ISSN
0019-8501
DOI
10.1016/j.indmarman.2015.05.027
language
English
LU publication?
yes
id
84aab4c5-9f4d-432d-a7d5-a679995fe3d1 (old id 7972306)
date added to LUP
2015-09-23 11:41:09
date last changed
2017-11-12 03:37:59
@article{84aab4c5-9f4d-432d-a7d5-a679995fe3d1,
  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. (C) 2015 Elsevier Inc All rights reserved.},
  author       = {Hohenschwert, Lena and Geiger, Susi},
  issn         = {0019-8501},
  keyword      = {interactionism,Symbolic,Influence strategies,Value creation,Sales,B2B},
  language     = {eng},
  pages        = {139--150},
  publisher    = {Elsevier},
  series       = {Industrial Marketing Management},
  title        = {Interpersonal influence strategies in complex B2B sales and the socio-cognitive construction of relationship value},
  url          = {http://dx.doi.org/10.1016/j.indmarman.2015.05.027},
  volume       = {49},
  year         = {2015},
}