Solution sales process blueprinting

Abstract

By utilising the blueprinting technique, this study develops a sales process framework that visualises different activities, actors, and customer touch-points in the solution sales process. Based on a multiple-case study that includes data from eight Finnish manufacturers (18 face-to-face interviews with company representatives), our findings show that, although the main actors that have a direct encounter with customers are the salespeople, early engagement of the project and design divisions help firms serve and understand customers better. Additionally, interactions with customers during post-sales delivery allow the acquisition and dissemination of new information. While displaying the customer touch-points and how actors in provider's organisation interact to deliver value for customers, the process blueprint reveals the need for improvements in the firms' sales process design, to better integrate the service function into the selling phase and to enhance the opportunities for post-sales customer support.