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Salesforce Transformation to Solution Selling

In: The Palgrave Handbook of Servitization

Author

Listed:
  • Anna Salonen

    (University of Turku)

  • Harri Terho

    (University of Turku)

Abstract

A central part of a manufacturer’s transformation to solution selling involves recruiting and training salespersons who enact the critical relational processes of solution selling at the customer interface. Such solution selling involvement by the salespeople plays a key role in ensuring subsequent solution selling performance. However, given that the requirements for solution selling differ drastically from product selling, ensuring salesperson solution selling involvement is a challenging task in a transformation context. Given these difficulties, we suggest that the manufacturer undergoing a solution transformation can choose between two approaches. One alternative is to create a dedicated solution selling salesforce staffed with salespeople who possess the right set of motivations and abilities. The other is to implement a broader transformation program that facilitates the ability of the existing product-centric salesforce to engage in solution selling. It is likely that a dedicated solution salesforce staffed with suitable salespeople precedes a broader salesforce wide transformation.

Suggested Citation

  • Anna Salonen & Harri Terho, 2021. "Salesforce Transformation to Solution Selling," Springer Books, in: Marko Kohtamäki & Tim Baines & Rodrigo Rabetino & Ali Ziaee Bigdeli & Christian Kowalkowski & Rogeli (ed.), The Palgrave Handbook of Servitization, pages 343-354, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-75771-7_22
    DOI: 10.1007/978-3-030-75771-7_22
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