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Achieving a Strategic Sales FocusContemporary Issues and Future Challenges$
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Kenneth Le Meunier-FitzHugh and Tony Douglas

Print publication date: 2016

Print ISBN-13: 9780198706632

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780198706632.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 16 October 2021

Service-dominant logic and its impact on the selling organization

Service-dominant logic and its impact on the selling organization

(p.51) 4 Service-dominant logic and its impact on the selling organization
Achieving a Strategic Sales Focus

Tony Douglas

Kenneth Le Meunier-FitzHugh

Oxford University Press

Service selling is increasingly present in both business-to-business and business-to-consumers markets and has opened new opportunities for selling organizations to develop different types of value propositions for their customers. This has led to the discussion of service-dominant logic in customer exchanges. The concept of solution selling in both product and service industries has led to end-to-end solution delivery for the customer. As part of this discussion of service and solution selling this chapter will consider the nature of customer value propositions and the co-creation of value. The role that the sales force plays in creating and presenting the value proposition to the customer will be reviewed, and how value propositions may be leveraged to provide superior sales results to beat their rivals will be highlighted.

Keywords:   service-dominant logic, co-creation of value, complex sales, solution selling, learning organizations

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