Investigating the Influence of Sales Strategy, Customer Orientation of Seller and Value-Based Selling on the Performance of the Market and Seller by Using a Multi-Level Model

Recently, in the literature of marketing, the function of selling has been distanced from merely being an operational element and has promoted to a strategic element. The aim of this research is investigating the influence of sales strategy, customer orientation of seller and valuebased selling on the performance of the market and seller by using amulti-level model. The influence of the elements of the sales strategy (customer segmentation, customer prioritization and the selling model) on the market performance was examined on an organizational level and also the effect of customer-oriented seller and value-based selling was examined in an individual level. In this research, the statisticalpopulation is 2064 managers and sellers of 31 branches of Shahrvand chain stores in the Tehran city. Statistical Sampling by using the Cochran formula in restricted population was calculated that consists of 324 people from the current sellers and managers in Shahrvand shopping malls. Regarding the method of inference, this research is descriptive–survey research and a questionnaire has been used for gathering the information. The relationships between variables and the research hypotheses were also examined by using the modeling of structural equations. Finally, all the nine hypotheses stated in the research were verified and confirmed. The results of the hypotheses showed that dimensions and aspects of sales strategy (selling model, customer prioritization, and customers’ segmentation), customer

Keywords:

Selling Strategy , Sale Performance , Customer-Orientation , Value-Based Selling , Multi-Level Model