Abstract: The value co-creation has gained much attention in
sales research, but less is known about how salespeople and
customers interact in the authentic business to business (B2B) sales
meetings. The study presented in this paper empirically contributes to
existing research by presenting authentic B2B sales meetings that
were video recorded and analyzed using observation and qualitative
content analysis methods. This paper aims to study key elements of
successful sales interactions between salespeople and customers/
buyers. This study points out that salespeople are selling value rather
than the products or services themselves, which are only enablers in
realizing business benefits. Therefore, our findings suggest that
promoting and easing open discourse is an essential part of a
successful sales encounter. A better understanding of how
salespeople and customers successfully interact would help
salespeople to develop their interpersonal sales skills.