"Customers are not interested in the things that you sell – 
they buy services that they find valuable." – P. Viio

New Article by Viio & Grönroos: How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

 

The new article in the top-tier publication Industrial Marketing Management – IMM by Dr. Paul Viio and Professor Christian Grönroos, the Legend of Marketing, on value sales and how the buyer-seller relationship orientation affects the adaptation of the sales processes to the buying processes is now available.

Highlights of the study:
  • This study focuses on how the buyer–seller relationship orientation affects sales process adaptation.
  • The findings reveal that the relationship orientations of both the buyer and the seller affect sales process adaptation.
  • A change in the relationship orientation of either the seller or the buyer can have an impact on sales process adaptation.

Abstract

Adaptation in sales is common in business relationships. The purpose of this study is to understand how the buyer–seller relationship affects sellers’ sales process adaptation to customers’ buying processes. The results reveal how the buyer–seller relationship orientation affects sales process adaptation and its effects. The main sources of information in this qualitative inquiry are in-depth, semi-structured interviews with key informants representing a buyer–seller relationship. This study helps to shed light on how the buyer–seller relationship orientation affects sales process adaptation. The findings reveal that both the buyer and the seller have an impact on sales process adaptation. Extant research has recognized adaptation as a central aspect in relationships, while largely neglecting sales process adaptation. Thus, this study focuses on the effects of buyer–seller relationship orientation on sales process adaptation.

Keywords: Relationship orientationAdaptation; Sales processBusiness-to-business

Publication details and access link:

Viio, P. and Grönroos, C. (2015), How buyer–seller relationship orientation affects adaptation of sales processes to the buying process, Industrial Marketing Management, (in press), pp-pp. http://dx.doi.org/10.1016/j.indmarman.2015.07.013

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