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Implementation of the digital sales channel in the coatings industry
Eva Krhač Andrašec, Marjan Senegačnik, Benjamin Urh, Tomaž Kern, 2021, original scientific article

Abstract: The development process in the coatings industry can be shortened by digital transformation, and its costs can be reduced using a technical enabler. However, formulators need up-to-date and comprehensive data on existing and potential ingredients to develop the formulation. We were curious about how to supply formulators with data. The idea was that suppliers of ingredients provide data using the “common enabling technology”. We hypothesize that direct data entry compensates suppliers because they can shorten the sales process and increase sales. We used a survey to select key sales channels in the industry. Detailed process models were designed using structured interviews. We analyzed models using structural and operational indicators. Finally, we formed a new digital sales process and verified it. The results show that the digitally formatted sales process can be shortened by up to 32%. Simultaneously, more potential customers can be accessed using the common technology. Existing sales channels would not be closed down. Nevertheless, the digital sales channel is expected to prove its worth over time and gradually increase its share. The suppliers of ingredients can thus avoid a radical process transformation and the immediate integration of additional information technology into the company information system in such an evolutionary way.
Keywords: digital sales channel, process analyses and improvement, digital transformation, technical enabler, coatings industry, process simulation
Published in DKUM: 06.08.2024; Views: 103; Downloads: 11
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Sales process as a service (SPAS) : development and validation of an extension to the shortened selling orientation – customer orientation (SOCO) score (SOCO-SPAS)
Stefan Ledinger, 2022, original scientific article

Abstract: The association between selling orientation and customer orientation and sales success has been a matter of intensive research since the publication of the selling orientation-customer orientation (SOCO) score in the early 1980’s. However, which attitudes predispose salespeople for high perfor-mance remains elusive. In addition, the association between customer orientation may be curvilinear and depend on the selling situation – and little research has been devoted to business-to-business (B2B) sales. This paper aims at starting to close those knowledge gaps through the development of a self-assessment tool for attitudes of salespeople. An extension of the 10-item SOCO score is developed through literature research in sales/business development and on service orientation in other settings. The score was subsequently validated through feedback by sales scholars. The extended score adds a dimension that tests whether professional salespeople consider the sales process as a service (SPAS) that should provide value beyond the identification of the best offering. Response rates by sales scholars was low, resulting in the need for further validation of the candidate SOCO-SPAS score. Business-to-business (B2B) relationships are an essential but understudied area of economics. The current paper provides a means to assess the relationship between attitudes and sales performance in modern B2B sales, by extending a scoring system that has originally been developed for B2C sales and many years in the past when market conditions were different than today
Keywords: sales process, B2B sales, customer orientation, service orientation, self-assessment
Published in DKUM: 19.06.2023; Views: 385; Downloads: 12
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