Leveraging B2B field service technicians as a “second sales force”: How service situations affect selling activity and success

Abstract To extract the full revenue potential of their front line, B2B firms use technical field service force for selling activities. However, as is only a complementary activity embedded in technicians’ main tasks, they may struggle to sell effectively. The authors investigate situation key driver (i) technician’s decision engage (selling activity) and (ii) customer’s purchase success). They identify four types situations with unique effects on these outcomes. Notably, highest (+ 10% compared baseline) that offer lower (-22%) likelihood success, whereas most promising situations. Thus, technicians do not properly exploit sales opportunities. extent inefficiencies moreover varies by employee-specific moderators, such specialized those little practical experience have particular difficulty exploiting excellent