Value-Based Selling Capability: Antecedents and Implications for B2B Sales Performance

IF 2 4区 管理学 Q3 BUSINESS
Yanzhe Liu, Xiaoyu Zhao, Tao Wang
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Abstract

ABSTRACTPurpose This study aims to explore the conception and antecedents of organizational value-based selling (VBS) capability in the business-to-business (B2B) market. Additionally, the present study also explores the contingency conditions between VBS capability and sales performance.Design/methodology/approach This study tested the model hypotheses by applying partial least squares regression to a sample of 186 sales directors or managers of service or product providers in China.Findings Four service-oriented resources in the organization – service-oriented human resource management practices (human), inter-departmental service collaboration (relational), service technology (informational), and end-to-end service processes and standards (organizational) – have a positive impact on VBS capability. In turn, VBS capability positively impacts sales performance, while customer needs complexity and competitive intensity positively moderate the relationship between the preceding two factors.Research limitations/implications This study tested the model hypotheses using cross-sectional subjective data for a single country.Practical implications The results suggest that providers should develop the VBS capability (embodied in understanding customer business, crafting the value proposition, communicating customer value, and verifying value-in-use) to secure a competitive advantage in the marketplace, in conjunction with building and leveraging their service-oriented resources to help VBS capability improve a comparative advantage. In particular, VBS capability tends to be more effective when customer needs are more complex, or the intensity of competition amongst enterprises is high.Originality/value This study conceptualizes and operationalizes the organizational value-based selling capability. Based on the resource-advantage theory, we identified and examined the critical role of four operant resources in forming VBS capability and the moderating effects of two factors related to customer and competitor between VBS capability and sales performance. This study advances and contributes to the existing research on selling capability, value-based selling, and B2B sales management.KEYWORDS: Value-based selling capabilityservice-oriented resourcessales performancecustomer needs complexitycompetitive intensityresource-advantage theorycustomer valueB2B sales Disclosure statementNo potential conflict of interest was reported by the authors.Notes1. For an in-depth comparison between resource advantage and resource-based theory, see Hunt and Davis (Citation2008, 12).Additional informationFundingThe authors gratefully acknowledge the financial support of the National Natural Science Foundation of China (ID: 71472035 and 72172107).
基于价值的销售能力:B2B销售绩效的前因与启示
摘要目的探讨企业对企业(B2B)市场中组织基于价值的销售(VBS)能力的概念及其前因。此外,本研究还探讨了VBS能力与销售绩效之间的权变条件。本研究通过对186名中国服务或产品供应商的销售总监或经理进行偏最小二乘回归,对模型假设进行了检验。发现组织中的四种面向服务的资源——面向服务的人力资源管理实践(human)、跨部门服务协作(relational)、服务技术(information)和端到端服务流程和标准(organization)——对VBS能力有正向影响。VBS能力正向影响销售绩效,而客户需求复杂性和竞争强度正向调节二者之间的关系。本研究使用单个国家的横断面主观数据检验了模型假设。结果表明,供应商应该发展VBS能力(体现在理解客户业务、制定价值主张、沟通客户价值和验证使用价值),以确保在市场上的竞争优势,同时建立和利用面向服务的资源,以帮助VBS能力提高比较优势。特别是当客户需求比较复杂,或者企业之间的竞争比较激烈时,VBS能力往往更有效。原创性/价值本研究将组织基于价值的销售能力概念化并可操作性。基于资源优势理论,我们识别并检验了四种经营资源在VBS能力形成中的关键作用,以及客户和竞争对手两个因素在VBS能力与销售绩效之间的调节作用。本研究对现有的销售能力、基于价值的销售、B2B销售管理等方面的研究进行了推进和贡献。关键词:基于价值的销售能力;面向服务的资源;销售绩效;客户需求复杂性;竞争强度;资源优势理论;关于资源优势与资源基础理论的深入比较,请参见Hunt and Davis (Citation2008, 12)。作者感谢国家自然科学基金(ID: 71472035和72172107)的资助。
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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