Does salesperson polychronicity yield value-based selling initiatives in business-to-business markets? A multilevel moderation perspective

Value-based selling (VBS) has become a critical approach in B2B markets, where the emphasis is on delivering tailored solutions that align with customers’ unique needs rather than simply focusing on product features. Trait activation theory provides a suitable foundation for explaining how stable salesperson traits such as polychronicity are activated through job-related situational triggers, thereby enhancing the effective execution of VBS. This study aims to explore the key antecedents, outcomes, and vital components of VBS in the business-to-business context. This study used a sample of 348 unique salesperson-customer dyads. The findings reveal that salesperson polychronicity has a substantial positive effect on VBS. Additionally, this study shows that the VBS approach positively and significantly influences customers’ commitment to using a new product. Furthermore, the two dimensions of ambidextrous leadership moderate the relationship between salesperson polychronicity and VBS. Importantly, the analysis reveals that VBS mediates the relationship between salesperson polychronicity and customers’ commitment to using a new product. Finally, customer participation and citizenship behaviors further mediate the relationship between VBS and commitment to using a new product. This study adds considerable value to several streams of literature and offers important insights and recommendations for future research and managerial practices.