Purpose

This paper aims to focus on how salespeople use emotions to build connections and facilitate value proposition co-creation (VPCC) in B2B complex services sales.

Design/methodology/approach

This paper uses video recordings of authentic B2B sales meetings in a two-part qualitative study.

Findings

This paper proposes a set of salesperson emotional behaviors that influence the co-creation of value propositions with customers. This paper uncovers five salesperson emotional behavior archetypes influencing VPCC.

Research limitations/implications

This study advances the value proposition literature by linking salespeople’s emotional behaviors with micro-level activities in the collaborative crafting of value propositions. The unique methodology may encourage researchers to apply video recordings in future studies.

Practical implications

The study provides managerial guidelines for improved selling competence and sales team organization.

Originality/value

This study’s findings represent a new insight into the actual manifestations of salesperson emotional behaviors that are commonly discussed but rarely observed directly.

中文翻译：

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销售人员情感行为在价值主张共创中的作用

目的

本文旨在关注销售人员如何在 B2B 复杂服务销售中使用情绪来建立联系并促进价值主张共创 (VPCC)。

设计/方法/方法

本文在一项由两部分组成的定性研究中使用了真实 B2B 销售会议的视频记录。

发现

本文提出了一组影响与客户共同创造价值主张的销售人员情绪行为。本文揭示了影响 VPCC 的五种销售人员情绪行为原型。

研究限制/影响

本研究通过将销售人员的情感行为与协同制定价值主张的微观活动联系起来，推进了价值主张文献。这种独特的方法可以鼓励研究人员在未来的研究中应用视频记录。

实际影响

该研究为提高销售能力和销售团队组织提供了管理指南。

原创性/价值

这项研究的发现代表了对销售人员情绪行为实际表现的新见解，这些行为通常被讨论但很少直接观察到。