How can a 'client-centric values' approach to selling lead to the 'co-creation' of a new global selling mindset?

This dissertation explores the extent to which a values-based approach to developing relationships between sales people and their customers enhances sales performance.
Traditional approaches to selling have outlived their usefulness – whilst they purport to be based on models that are customer-centric, they are based on perspectives of sellers and are not, therefore, aligned to the needs of customers.
Empirical Research with 83 customers and key account managers provides the basis for an emerging values construct based on four differentiating values for outstanding sales performance and four negative values that produce poor performance.
Action Research Living Theory is used to develop and validate the emergent values constructs on 'live' sales opportunities. The relational issues of Key Account Management and Selling Global and Complex are discussed within the context of the proposed values construct.