Especially: (1) the models that contain the construct of value-based selling, (2) conceptualization & measurement of the construct, (3) empirical evidence found, (4) influence of the research on understanding of selling in b2c (5) importance of managerial implications of the research results.
You can see Töytäri et al. (2011) excellent paper.
Töytäri, P., Brashear Alejandro, T., Parvinen, P., Ollila, I., & Rosendahl, N. (2011). Bridging the theory to application gap in value-based selling. Journal of Business & Industrial Marketing, 26(7), 493-502.
Also Töytäri and Pajala (2015) new book on value-based-selling.
Töytäri, P., & Rajala, R. (2015). VALUE-BASED SELLING. Pricing and the Sales Force, 106.
good luck.
Dear Hamida, thank you for your hint. I've just read the first part of the article - about theory. I have some doubts: (1) the authors declare that "there is no common definition of customer value that continues the limited understanding of value". It seems that it is quite clear what is the value for b2b customer: it is NPV and/or market value of the company, so the understanding the value is not limited at all (2) the authors declare that "Value-based selling can be defined as understanding and improving the customer’s business in a proactive manner". It seems that value based selling can be defined as the presentation of the offer as an investment for the customer that generates return in defined time' (3) the authors use the term "value as a sum of customer benefits" which can be misleading, because in b2b settings the benefits for the owner needn't be beneficial for managers. What do you think of it?
Dear Hamida. Thanks to your answer I have written & published an article about value based thinking in sales, innovations and NPD. At the time the abstract is available.
http://www.marketingirynek.pl/archiwum/marketing_i_rynek_nr_042017,p832264532
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