RELATIONSHIP BETWEEN SALES STYLES AND CUSTOMER VALUE CREATED BY “EIGYO”

Masayuki Takigawa, Takashi Kawashima, Kazuhiro Noborisaka, Toshihiro Ueda, Shinji Honge, Kotaro Mukai, Hozumi Waki

Japanese sales (Eigyo) people engage in not only sales but also in marketing and to create customer value. Shimaguchi et al. (1997) defined four sales styles commonly used by the “Eigyo” sales people. These are action esteem selling style, customer dedication selling style, proposal selling style, and work shop selling style. Each selling styles provides different value to the customer. However, little research has been done to understand the relationship between these sales styles and customer value. In this paper, we explored selling styles, customer values by sales people and clarified the relationship between each of sales styles and the customer value created by sales people.

Global Sales Science Institute Conference2015 proceedings

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