Multilevel Antecedents of Value-Based Selling and Performance: A Systems Theory of Motivation Perspective

摘要

In business markets, the focus of sales activity has shifted from presenting feature-benefit propositions to crafting more quantifiable value-based offerings. However, evidence suggests that sales leaders often struggle to motivate their sales teams to adopt the processes and behaviors needed for executing this approach—called value-based selling (VBS). Given the limited research on VBS, and evidence that top-down initiatives fail to drive VBS behavior, there is a need for understanding the individual and team-level motivations that could drive improved VBS implementation.