Applying conceptual design to B2B sales negotiations

Mikko Illi, Salu Ylirisku

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

Abstract

This paper addresses the challenge of perceiving B2B sales negotiation in a manner that would open up new possibilities for the improvement of the practice. B2B sales agents work under high pressure in developing relevant and appealing proposals when negotiating for a deal with a customer. The key problem that will be addressed is the building of understanding of a customer’s current needs and requirements, and then trying to devise an appropriate proposal to match these. The work of the sales agents in B2B sales negotiations is highly complex, as they need to understand both the modular machinery, service, configuration and customisation of the products in their company as well as to develop an apposite understanding of the key values and characteristics of the client organisation.

Based on a design-ethnographical study of real sales practice in lift truck business the paper draws parallels between sales agent’s work practice and collaborative conceptual design work, i.e. innovation design work. This perception provides a means to understand the value that the use of conceptual design tools could possibly provide for sales negotiation work. We also use the notion of boundary object to elaborate on the ways in which design sense making artefacts may drive also B2B sales agents’ work.
Original languageEnglish
Publication date2015
Number of pages28
Publication statusPublished - 2015
Event31st Industrial Marketing and Purchasing Conference - Kolding , Kolding , Denmark
Duration: 25. Aug 201529. Aug 2015

Conference

Conference31st Industrial Marketing and Purchasing Conference
LocationKolding
CountryDenmark
CityKolding
Period25/08/201529/08/2015

Fingerprint

Conceptual design
Work practices
Negotiating
Machinery
Innovation
Work design
Boundary objects
Customization
Sensemaking
Trucks

Keywords

  • conceptual design
  • personal selling
  • conceptualising
  • design
  • boundary object

Cite this

Illi, M., & Ylirisku, S. (2015). Applying conceptual design to B2B sales negotiations. Paper presented at 31st Industrial Marketing and Purchasing Conference, Kolding , Denmark.
Illi, Mikko ; Ylirisku, Salu. / Applying conceptual design to B2B sales negotiations. Paper presented at 31st Industrial Marketing and Purchasing Conference, Kolding , Denmark.28 p.
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Illi, M & Ylirisku, S 2015, 'Applying conceptual design to B2B sales negotiations', Paper presented at 31st Industrial Marketing and Purchasing Conference, Kolding , Denmark, 25/08/2015 - 29/08/2015.

Applying conceptual design to B2B sales negotiations. / Illi, Mikko; Ylirisku, Salu.

2015. Paper presented at 31st Industrial Marketing and Purchasing Conference, Kolding , Denmark.

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

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T1 - Applying conceptual design to B2B sales negotiations

AU - Illi, Mikko

AU - Ylirisku, Salu

PY - 2015

Y1 - 2015

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AB - This paper addresses the challenge of perceiving B2B sales negotiation in a manner that would open up new possibilities for the improvement of the practice. B2B sales agents work under high pressure in developing relevant and appealing proposals when negotiating for a deal with a customer. The key problem that will be addressed is the building of understanding of a customer’s current needs and requirements, and then trying to devise an appropriate proposal to match these. The work of the sales agents in B2B sales negotiations is highly complex, as they need to understand both the modular machinery, service, configuration and customisation of the products in their company as well as to develop an apposite understanding of the key values and characteristics of the client organisation. Based on a design-ethnographical study of real sales practice in lift truck business the paper draws parallels between sales agent’s work practice and collaborative conceptual design work, i.e. innovation design work. This perception provides a means to understand the value that the use of conceptual design tools could possibly provide for sales negotiation work. We also use the notion of boundary object to elaborate on the ways in which design sense making artefacts may drive also B2B sales agents’ work.

KW - conceptual design

KW - personal selling

KW - conceptualising

KW - design

KW - boundary object

M3 - Paper

ER -

Illi M, Ylirisku S. Applying conceptual design to B2B sales negotiations. 2015. Paper presented at 31st Industrial Marketing and Purchasing Conference, Kolding , Denmark.