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Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services

Collaboration between marketing communications and sales departments

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Sales Enablement als Fundament des Vertriebserfolgs

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Abstract

The study aims to investigate and empirically test what the decision-making process for buying professional services looks like and which factors influence the buying behavior. Soft factors like trust, prestige, and sympathy as well as more factual-based aspects like price, commitment or a professional sales process play an important role. The particular focus lies on the role of the marketing function to support the sales teams in their efforts. It turns out that forms of reference, recommendation, and relationship marketing are explicitly suitable for building trust and communicating credibility for the successful marketing of complex and investment-intensive services. Social networks are overestimated and marketing communication should support sales teams to build rapport.

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Author information

Authors and Affiliations

  1. München, Deutschland

    Annabella Förster

  2. Hochschule Landshut, Landshut, Deutschland

    Sandra Gronover

Authors
  1. Annabella Förster
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  2. Sandra Gronover
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Correspondence to Sandra Gronover .

Editor information

Editors and Affiliations

  1. FOM Hochschule für Oekonomie & Management, Bonn, Deutschland

    Jörg Westphal

  2. Hochschule Aalen, Aalen, Deutschland

    Jobst Görne

  3. Ruhr-Universität Bochum, Bochum, Deutschland

    Christian Schmitz

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© 2022 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Förster, A., Gronover, S. (2022). Sales Enablement through Marketing Communication in the Buying Environment of Complex and Investment-Intensive B2B Services. In: Westphal, J., Görne, J., Schmitz, C. (eds) Sales Enablement als Fundament des Vertriebserfolgs. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-37614-7_16

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  • DOI: https://doi.org/10.1007/978-3-658-37614-7_16

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-37613-0

  • Online ISBN: 978-3-658-37614-7

  • eBook Packages: Business and Economics (German Language)

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