Article

Sales Force Agility, Strategic Thinking, and Value Propositions

Larry B. Chonko and Eli Jones

in The Oxford Handbook of Strategic Sales and Sales Management

Published in print January 2011 | ISBN: 9780199569458
Published online May 2011 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199569458.003.0019

Series: Oxford Handbooks in Business and Management

Sales Force Agility, Strategic Thinking, and Value Propositions

More Like This

Show all results sharing these subjects:

  • Business and Management
  • Organizational Theory and Behaviour
  • Human Resource Management

GO

Show Summary Details

Preview

This article observes that customers are exposed to far more information, other buyer behaviors, and ideas than in the past. Accordingly, organizations and their salespeople continuously experience the compelling need for change, and often find it necessary to respond and change rapidly or risk the loss of sales and perhaps more. Following an unchanged long-term strategy may result in a form of inertia when experiencing marketplace disruptions, either for the entire business or with individual customers. This article develops a conceptual framework which proposes how agile salespeople should make decisions and act on value propositions offered in sales encounters. This framework provides a process on how salespeople can couple the skills of thinking strategically with those of acting with agility. Salespeople need to be always willing to examine new evidence, and to make changes based on new developments which are occurring or anticipated.

Keywords: buyer behaviors; salespeople; long-term strategy; marketplace disruptions; customers

Article.  7500 words. 

Subjects: Business and Management ; Organizational Theory and Behaviour ; Human Resource Management

Full text: subscription required

How to subscribe Recommend to my Librarian

Buy this work at Oxford University Press »

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.