Continuing the evolution of the selling process : a multi-level perspective

This paper considers the selling process from a relational perspective, thereby developing a more comprehensive understanding of the process. Emerging from this is a multi-level framework, which delineates the multiplicity and connectedness of relationships which exist in B2B interactions. The paper provides a relationship management tool for theorists as well as practitioners. The model visualizes strategic advantage for selling firms in seeking to optimize their position in an evolving network context. The combining of IMP, sales and relationship marketing theories that underpin this approach calls for further extension and/or reconceptualization of the selling process. Our reconceptualization asserts that identifying, measuring and managing selling-related relationships at the monadic, dyadic and network levels will facilitate the strengthening of a firm's network position and thus their performance. Our framework provides an analytical tool to assist in this.