To get a fair return on the superior value that their offerings deliver to customers, progressive B-to-B companies transform their sales forces from value spendthrifts into value merchants. These companies foster value merchants in more ways than simply compensating salespeople on profitability. As a result, their salespeople become value merchants, making business with customers more profitable by finding value drains and value leaks--rather than by seeking price cuts to retain or gain business.
Sales management, sale personnel, valu added, profitability, employee motivation, corporate culture, incentives
Marketing | Sales and Merchandising
American Marketing Association Publications Group
ANDERSON, James; KUMAR, Nirmalya; and NARUS, James A..
Business market value merchants. (2008). Marketing Management. 17, (2), 31-35. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5177
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