دانلود رایگان مقاله انگلیسی برندینگ در فروش کسب و کار به کسب و کار - امرالد 2018

Abstract

This chapter offers insights into one of the most influential aspects of external branding, namely, branding within business-to-business (B2B) sales. In particular, the authors of this chapter claim that B2B sales are indispensable for the growth and existence of a brand. The special attention of this chapter is focused on sales personnel, as representatives of firms and carriers of branding. In other words, the impact of sales personnel on branding in a B2B context is presented theoretically and examined empirically. The chapter thereafter offers an interesting case study of Logomo, a cultural venue in Finland, specializing in selling customized space to companies, as well as organizing different kinds of public events. Through a combination of theory and practice, the authors demonstrate the importance of branding within B2B sales and conclude by providing specific implications for practitioners.

7.5. Conclusions

This chapter has familiarized the reader with sales in a B2B context and provided an understanding of its importance for corporate and product branding, that is B2B branding. We have discussed the technological developments that have changed B2B sales and buyers’ decisionmaking, while focusing on the seller’s perspective. The importance of price and products and how the sales experience impacts the decision making have also been discussed. Furthermore, an overview has been presented of the impact that the salesperson has on branding. An understanding has also been depicted of the importance of branding to the development of business relationships and most importantly that every single employee must understand his/her importance and role within the company and his/her possibility to positively influence corporate brand building. Every employee is always a representative of the company and should be aware of it, because one minor error can often lead to serious problems that can evolve further and at the end influence the turnover of the whole company.

As a result of our interview data, we can conclude that branding within B2B sales presents a multifaceted phenomenon. The seller’s task in the sales situation is to help to find a solution for customers in the best possible way, so that both parties benefit. The same has been argued by Alanen, Ma¨lkia¨, and Sell (2005), highlighting that the purpose of selling is to find a solution for customers, whilst also providing help in the decision making. In most cases, the price is not the dominant factor but has a certain role in the decision making although it often depends on the product and industry in which the company operates. However, the questions still remain: what should a company focus its communications on, the corporate brand or the product/service brand?