TY - JOUR
AU - Evanschitzky, Heiner
AB -  Traditional focus on the study of high-technology firms and products has practically ignored the importance and potential contributions of the sales force, especially in business-to-business marketing. This article suggests that traditional sales force strategies associated with high-technology products have been supply driven (i.e., driven by the strategies of the marketing firm). We suggest that in order to enhance the success of high-technology products and services, firms need to be more demand driven in their sales structures (i.e., driven by the strategies of the buying firm). We suggest that it is imperative that high-technology firms adopt “solution selling” to enhance high-technology adoption as well as enhance competitiveness. We describe this change in focus and draw out its various managerial and academic implications. 
TI - Personal Selling of High-Technology Products: The Solution-Selling Imperative
JF - Journal Of Relationship Marketing
DO - 10.1080/15332660802409639
DA - 2008-10-17
UR - https://www.deepdyve.com/lp/taylor-francis/personal-selling-of-high-technology-products-the-solution-selling-N1lhS00CHp
SP - 287
EP - 308
VL - 7
IS - 3
DP - DeepDyve
ER -