Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2022. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 26 June 2022

Abstract and Keywords

This article observes that customers are exposed to far more information, other buyer behaviors, and ideas than in the past. Accordingly, organizations and their salespeople continuously experience the compelling need for change, and often find it necessary to respond and change rapidly or risk the loss of sales and perhaps more. Following an unchanged long-term strategy may result in a form of inertia when experiencing marketplace disruptions, either for the entire business or with individual customers. This article develops a conceptual framework which proposes how agile salespeople should make decisions and act on value propositions offered in sales encounters. This framework provides a process on how salespeople can couple the skills of thinking strategically with those of acting with agility. Salespeople need to be always willing to examine new evidence, and to make changes based on new developments which are occurring or anticipated.

Keywords: buyer behaviors, salespeople, long-term strategy, marketplace disruptions, customers

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.