Chapter 6: Business Maneuvering: A Dynamic View of B2B Selling Processes

The chapter starts with an observation from a selection of contemporary business situations indicating that B2B sales episodes are frequently quite complicated, multidimensional and long term. At the same time, models and theorizing about sales still tend to be highly inspired by the old seven steps of selling framework.

A grounded theory is reported where a broader view was taken. The study resulted in a conceptual framework where the core process was named “business maneuvering.” Complementary processes were also identified. These are judiciously managed and balanced a little differently each time during the process of doing business. In other words, these other activities are “maneuvered” (i.e., managed with dexterity and skill).

Four complementary processes were extracted. They all represented interrelated categories that describe various selling activities:

• (1)

  business standardization;

• (2)

  business fraternization;

• (3)

  personalization; and

• (4)

  probationary business rationalization.

Those processes are described along with their relations and implications for the understanding of sales processes are drawn.