Sales Process as a Platform for Customer Value Creation

A significant part of customer value is created before the purchase. This conceptual paper takes a Service Logic perspective on sales process. The paper contributes to sales literature by suggesting how a sales process can serve as a platform for value creation. Building on three value creation spheres, the article proposes a conceptual framework that highlights the importance of buyer-seller interactions. The framework suggests four gaps that can lead to value deterioration in the sales process: processes alignment, follow-up, customer needing and promise keeping gaps. The framework also offers an actionable tool for managers to spot and eliminate gaps leading to customer value deterioration.