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Sales Enablement als Fundament des Vertriebserfolgs Read chapter Read first chapter

2022 | OriginalPaper | Chapter

16. Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services

Collaboration between marketing communications and sales departments

Authors : Annabella Förster, Sandra Gronover

Published in: Sales Enablement als Fundament des Vertriebserfolgs

Publisher: Springer Fachmedien Wiesbaden

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Abstract

The study aims to investigate and empirically test what the decision-making process for buying professional services looks like and which factors influence the buying behavior. Soft factors like trust, prestige, and sympathy as well as more factual-based aspects like price, commitment or a professional sales process play an important role. The particular focus lies on the role of the marketing function to support the sales teams in their efforts. It turns out that forms of reference, recommendation, and relationship marketing are explicitly suitable for building trust and communicating credibility for the successful marketing of complex and investment-intensive services. Social networks are overestimated and marketing communication should support sales teams to build rapport.

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Metadata
Title
Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services
Authors
Annabella Förster
Sandra Gronover
Copyright Year
2022
Book
Sales Enablement als Fundament des Vertriebserfolgs

Print ISBN: 978-3-658-37613-0

Electronic ISBN: 978-3-658-37614-7

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-658-37614-7_16