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

Author

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  • Ryan Mullins

    (Clemson University)

  • Bulent Menguc

    (Kadir Has University
    University of Leeds
    Leeds University Business School)

  • Nikolaos G. Panagopoulos

    (Ohio University)

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.

Suggested Citation

  • Ryan Mullins & Bulent Menguc & Nikolaos G. Panagopoulos, 2020. "Antecedents and performance outcomes of value-based selling in sales teams: a multilevel, systems theory of motivation perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1053-1074, November.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:6:d:10.1007_s11747-019-00705-2
    DOI: 10.1007/s11747-019-00705-2
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    References listed on IDEAS

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    3. Danny P. Claro & Carla Ramos & Robert W. Palmatier, 2024. "Dynamic and global drivers of salesperson effectiveness," Journal of the Academy of Marketing Science, Springer, vol. 52(2), pages 399-425, March.
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    5. Baliga, Ashwin J. & Goel, Ashish & Fletcher-Chen, Chavi C.-Y. & Guda, Sridhar & Kumar, Rajesh, 2025. "Mental health among B2B salespeople: A morphological analysis," Journal of Business Research, Elsevier, vol. 188(C).
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