Salespeople’s motivation is the essential factor in value-based selling—the process of presenting a product or service in terms of the value it creates for customers—especially when the value proposition is based on the offering of sophisticated digitally enabled solutions. Supervisors, on their side, can play an important role in creating and stimulating motivation. This is the subject of a recent paper written by Paolo Guenzi of the Bocconi Department of Marketing together with Edwin J. Nijssen of the Eindhoven University of Technology. The work is published in the European Journal of Marketing.
Motivating salespeople is the key factor for digital solutions selling, finds study
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