Antecedents and performance outcomes of value-based selling in sales teams: a multilevel, systems theory of motivation perspective

Ryan Mullins (), Bulent Menguc () and Nikolaos G. Panagopoulos ()
Additional contact information
Ryan Mullins: Clemson University
Bulent Menguc: Kadir Has University
Nikolaos G. Panagopoulos: Ohio University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 6, No 1, 1053-1074

Abstract: Abstract Firms are increasingly deploying a value-based selling (VBS) approach in their sales organizations to drive growth for new offerings. However, VBS adoption remains challenging, signaling that leaders need guidance to motivate VBS. Drawing from the systems theory of motivation, we examine motivational mechanisms at two levels—salesperson and sales team—to understand how to motivate, and benefit from, VBS. Using multisource data (i.e., salespeople, managers, archival performance) from 70 sales teams in a U.S.-based manufacturing and services provider, our findings illustrate drivers and outcomes of VBS. Specifically, we uncover a framework of salesperson, leader, customer, and team factors that help explain salesperson motivation for VBS. Importantly, we link VBS to customers’ adoption of new products to support VBS’s role for selling new products. Critical for sales team strategy, our model also integrates a team-level motivational mechanism to provide a comprehensive framework for salesperson and sales team motivations and outcomes.

Keywords: Value-based selling; Systems theory; Salesperson motivation; Sales teams; New product selling; Sales performance (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11747-019-00705-2

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