Dimensions of Value Based Selling - Current and aspired level & impact on company performance

Robert Füreder, Piotr Kwiatek, Poul von Wowern

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review


Previous studies highlighted the positive effect of various components of Value-Based Selling (VBS) on profitability and competitiveness. However, there seems to be a paucity of research concerning the impact of VBS on company performance on a more granular level. Based on 9 dimensions of VBS we evaluate empirical data collected from 275 Danish and Austrian respondents that operate in B2B markets. We find that two dimensions, Salespeople Skills and Sales Training, have the highest impact on company performance. Further, we find that there is potential for advancement on these two dimensions as well as an aspiration among salespeople to advance.
Original languageEnglish
Title of host publicationProceedings of the Global Sales Science Institute Annual Conference 2023
Publication statusPublished - Jun 2023


  • Value-based selling
  • company performance
  • organizational capabilities
  • sales performance


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