Educational selling: a constructivist departure from mainstream selling
(A2024-119866)

AUTHORS

Antti Lähtevänoja, University of Helsinki; Essi Pöyry, Helsingin yliopisto; Jani Holopainen, University of Eastern Finland; Petri Parvinen, University of Helsinki; Joona Keränen, RMIT University

ABSTRACT

In today's competitive enterprise sales environment, a company's value largely depends on generating recurring revenues and retaining customers. This reality elevates the sales function beyond mere transaction facilitation. This paper argues that people engaged in sales could improve their long-term sales performance and the business performance of their customers if they adopt the practice of customer education. This sales approach is referred to as educational selling and can contribute to the existing sales theories. Constructivist learning theory is used as an educational background theory to develop the concept of educational selling. Semi-structured, exploratory interviews with professional salespersons and buyers were conducted to investigate the feasibility of the concept. The results suggest that educational methods used in sales are already broadly applied and highly effective, as evidenced by positive perceptions from both the sales representatives and the customers.