Salespeople are from Mars, purchasers are from Venus : matching sales to purchasing

摘要: There is no business without sales and customers. The bridge that spans business‐to‐business (B2B) selling their customers termed a buyer‐seller relationship. contemporary environment presents salespeople with the challenge of finding ways to overcome current ineffectiveness many previously effective approaches. effectiveness approaches has been questioned based on ongoing paradigm shift in purchasing domain. Purchasing changes have had, are expected continue tremendous influence buying process. Yet, different roles relationships are, Marketing Sales domain, either studied from buyer’s perspective or seller’s point view. Buying organizations, however, gradually shifting power function. For practitioners researchers, this demands study evolution function order improve approaches. This doctoral thesis analyzes domain Buyer‐Seller Relationships B2B contexts, an emphasis Personal Selling Management. objective dissertation obtain better understanding how market conditions advances technology empowered purchaser, thereby creating new challenges organization function. The first essay extensive review literature call pay more attention develop strategies cater customers’ research contribution presentation grid for future research. This framework depicts avenues encompasses important topics considered be Purchasing & Supply Management (PSM) domains. Based findings essay, second entails side should understand specific purchaser’s jargon, strategic importance offer while looking through lens, then adapt messaging particular knowledge needs by purchaser. results approach further curren versions value‐based selling, contributes sphere who succeed competitive advantages related cost benefits risk reduction. Finally, third matches existing according maturity customer’s department defined Reck Long (1977) four gradual steps professionalism. draws these identifying department’s level, followed examination what best suited match associated levels maturity.