Benchmarking meta-analytical conceptualizations of B2B seller skills against empirical evidence in services firms

Abstract

Purpose. The purpose of the study was to benchmark meta-analytical conceptualizations of business-to-business (B2B) seller skills against empirical evidence in services firms. Design/methodology/approach. The study is based on a deductive approach and questionnaire survey focusing on a range of services firms from different industries and corporate sizes. A total of 389 questionnaires out of 732 were returned, generating a response rate of 53.1%.Findings: The study aims to provide empirical evidence and structures relating to B2B sellers' capabilities in a seven-dimensional conceptualization, all of which can be used in services firms to improve their seller efficiency. Each seller skill dimension performs a different function in the sales services process. Research limitations/implications. The authors conclude that the verified meta-analytical conceptualizations of B2B seller skills seem valid and reliable in services firms. Nevertheless, further research needs to be carried out, based on other company characteristics as well as industries. Practical implications. It reduces the risk perceived by customers in B2B services settings through cultivating the sellers' capabilities, based on the seven-dimensional evidence of seller skills to enhance sales performance. Originality/value. The study contributes to existing theory and previous studies by offering a foundation on which to structure sales performance indicators in services firms. Specifically, it contributes to structuring B2B seller skills across a selection of principal dimensions in B2B services settings.