Sales process as a service (SPAS) : development and validation of an extension to the shortened selling orientation – customer orientation (SOCO) score (SOCO-SPAS)

Ledinger, Stefan

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Title:	Sales process as a service (SPAS) : development and validation of an extension to the shortened selling orientation – customer orientation (SOCO) score (SOCO-SPAS)
Authors:	ID Ledinger, Stefan (Author)
Files:	https://journals.um.si/index.php/oe/article/view/2576 https://journals.um.si/index.php/oe/article/view/2576 https://journals.um.si/index.php/oe/article/view/2576 This document has even more files. Complete list of files is available below.
Language:	English
Work type:	Scientific work
Typology:	1.01 - Original Scientific Article
Organization:	EPF - Faculty of Business and Economics
Abstract:	The association between selling orientation and customer orientation and sales success has been a matter of intensive research since the publication of the selling orientation-customer orientation (SOCO) score in the early 1980’s. However, which attitudes predispose salespeople for high perfor-mance remains elusive. In addition, the association between customer orientation may be curvilinear and depend on the selling situation – and little research has been devoted to business-to-business (B2B) sales. This paper aims at starting to close those knowledge gaps through the development of a self-assessment tool for attitudes of salespeople. An extension of the 10-item SOCO score is developed through literature research in sales/business development and on service orientation in other settings. The score was subsequently validated through feedback by sales scholars. The extended score adds a dimension that tests whether professional salespeople consider the sales process as a service (SPAS) that should provide value beyond the identification of the best offering. Response rates by sales scholars was low, resulting in the need for further validation of the candidate SOCO-SPAS score. Business-to-business (B2B) relationships are an essential but understudied area of economics. The current paper provides a means to assess the relationship between attitudes and sales performance in modern B2B sales, by extending a scoring system that has originally been developed for B2C sales and many years in the past when market conditions were different than today
Keywords:	sales process, B2B sales, customer orientation, service orientation, self-assessment
Publication status:	Published
Publication version:	Version of Record
Publication date:	05.01.2023
Year of publishing:	2022
Number of pages:	str. 28-42
Numbering:	Vol. 68, no. 4
PID:	20.500.12556/DKUM-84547-eac1294c-5fd4-3dc5-9509-aa4f5797db80
UDC:	658.818:330.123.6
ISSN on article:	0547-3101
COBISS.SI-ID:	139065347
DOI:	10.2478/ngoe-2022-0021
Publication date in DKUM:	19.06.2023
Views:	519
Downloads:	14
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Categories:	Misc.
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Record is a part of a journal

Title:	Naše gospodarstvo : revija za aktualna gospodarska vprašanja
Shortened title:	Naše gospod.
Publisher:	Ekonomsko-poslovna fakulteta, Društvo ekonomistov Maribor, Ekonomski center Maribor
ISSN:	0547-3101
COBISS.SI-ID:	751364

Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.

Secondary language

Language:	Slovenian
Title:	Prodajni proces kot storitev (SPAS): razvoj in potrditev razširitve skrajšane lestvice usmerjenosti v prodajo - usmerjenost k strankam (SOCO) (SOCO-SPAS) : razvoj in potrditev razširitve skrajšane lestvice usmerjenosti v prodajo - usmerjenost k strankam (SOCO) (SOCO-SPAS)
Abstract:	Povezava med prodajno usmerjenostjo in usmerjenostjo k strankam ter prodajnim uspehom je predmet intenzivnih raziskav vse od objave ocene prodajne usmerjenosti in usmerjenosti k strankam (SOCO) v začetku osemdesetih let prejšnjega stoletja. Vendar pa je še vedno težko ugotoviti katera naravnanost prodajalce predisponira k visoki uspešnosti. Poleg tega je povezava med usmerjenostjo k stranki lahko ukrivljena in odvisna od prodajne situacije - in malo raziskav je bilo posvečenih prodaji med podjetji (B2B). Namen tega prispevka je začeti zapolnjevati te vrzeli v znanju z razvojem orodja za samoocenjevanje stališč prodajalcev. Razširitev 10-stopenjske ocene SOCO je razvita na podlagi raziskav literature s področja prodaje/ poslovnega razvoja in usmerjenosti k storitvam v drugih okoljih. Ocena je bila naknadno potrjena s povratnimi informacijami strokovnjakov s področja prodaje. Razširjena ocena dodaja razsežnost, ki preverja, ali poklicni prodajalci obravnavajo prodajni proces kot storitev (SPAS), ki mora zagotavljati vrednost, ki presega opredelitev najboljše ponudbe. Odzivnost strokovnjakov s področja prodaje je bila nizka, zato je bilo treba kandidatno oceno SOCO-SPAS dodatno potrditi. Odnosi med podjetji (B2B) so pomembno, vendar premalo raziskano področje ekonomije. Pričujoči članek zagotavlja sredstvo za oceno razmerja med stališči in uspešnostjo prodaje v sodobni prodaji B2B z razširitvijo sistema točkovanja, ki je bil prvotno razvit za prodajo B2C in več let nazaj, ko so bile tržne razmere drugačne kot danes.
Keywords:	prodajni process, prodaja B2B, usmerjenost k strankam, usmerjenost k storitvam, samoocenjevanje

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