The relationship sales process in VUCA times – theoretical aspects (Part 2)

Abstract

Research objectives and hypothesis/research questions: The aim of the article is to present the success factors of the process of relationship sales created on the basis of the research made in innovative enterprises in Poland from the NewConnect market. In the article both quantitative and qualitative research methods were used. The data for analysis were obtained using the diagnostic survey method using the questionnaire technique, it means that the CATI method was used to obtain the data, which made it possible to find out the opinions of the respondents via a telephone conversation. The data was obtained in July – August 2022 in the form of a survey (quantitative research) – 100 enterprises, as well as interviews of selected innovative enterprises at the turn of September and October 2022 – 10 managers. The considerations contained in the article are the part of a broader research on the role of relationship sales in functioning innovative enterprises from the NewConnect market. The article presents elements that can be considered as the basis for the success of innovative enterprises on the market. The research part describes the research methodology and the results of the conducted surveys as well as the conclusions resulting from the research. Research methods: In addition to the empirical method, the study also used theoretical research methods, such as the analytical-synthetic method. Generalization and inference were used to formulate conclusions. Main results: The analysis of the literature and the results of the research showed that the prospects for the development of the relationship sales process are significantly high, especially this aspect has become quite important during the pandemic and VUCA times and enterprises are increasingly interested in creating the relationship sales process in their daily business activities. Implications for theory and practice: The research confirmed that there is a significant relationship between increasing the efficiency of the enterprise’s operations, financial liquidity, the effectiveness and continuity of the basic processes of the daily functioning of the company, creating long-term business relationships and obtaining important data for the company, and the company’s participation in the use of relationship sales. This relationship is illustrated by the fact that without building relationship sales, in the modern world of crises, aimed at achieving goals, innovation, cooperation and communication, it is impossible to build effective and efficient cooperation with the stakeholders of the organization.