Service-dominant logic and its impact on the selling organization
Service-dominant logic and its impact on the selling organization
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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