1.
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, izvirni znanstveni članek
Opis: 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
Ključne besede: sales process, B2B sales, customer orientation, service orientation, self-assessment
Objavljeno v DKUM: 19.06.2023; Ogledov: 385; Prenosov: 10
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