Value based sales within B2B companies in Finland

Abstract

Value based B2B sales makes the customer business grow profitably by understanding customers value requirement by communicating value through customer business Value based sales make the customer business grow profitably by understanding customers requirements by communicating value through customer business perspective. The salesperson must act more as a consultant and advisor by changing identity from a seller to a partner. This study explores how value-based sales is perceived by Finnish sales professionals. Drawing on 85 in-depth interviews, we conducted a theory-driven thematic analysis grounded in established academic literature. The analysis is based on first-person interviews, offering unique insight into an underrepresented national context related to views and insights on value based B2B sales in Finland. Findings reveal that value-based sales start with the detailed understanding of the customer’s needs, strategy, business and environment. Sales success is associated with emotional intelligence and interpersonal credibility, and trust is both the method and outcome of successful value-based sales. Value is realized by solving the existing real business problems by the seller rather than presenting the generic features of the product. Value-based sales evaluates sales as the relationship management and is considered as not only economic exchange but also as a moral positioning. Value-based sales was experienced to be more time consuming but yielding long-lasting and stronger results to achieve better customer retention and profitability.

Keywords: Sales, Value Based Sales, Sales Management, B2B Sales

DOI: 10.54941/ahfe1007590