The role of the salesperson in business-to-business is changing; from an advocate and seller of products and services to an advisor and consultant who creates value in dialogue together with the customer. Digital, tablet-based applications support salespeople in such direct customer conversations. What such applications can accomplish, and which factors influence their adoption and usage are explored in this paper, based on a multiyear case study of FRONERI, a joint venture of Nestlé and R&R Ice Cream.
Language
English
Keywords
Sales 3.0
Digital Sales Enablement
Sales Technology
Value Creation
Business-to-Business
HSG Classification
contribution to scientific community
Event Title
14th Global Sales Science Institute Conference (GSSI)