PurposeThis paper aims to focus on how salespeople use emotions to build connections and facilitate value proposition co-creation (VPCC) in B2B complex services sales.Design/methodology/approachThis paper uses video recordings of authentic B2B sales meetings in a two-part qualitative study.FindingsThis paper proposes a set of salesperson emotional behaviors that influence the co-creation of value propositions with customers. This paper uncovers five salesperson emotional behavior archetypes influencing VPCC.Research limitations/implicationsThis study advances the value proposition literature by linking salespeople’s emotional behaviors with micro-level activities in the collaborative crafting of value propositions. The unique methodology may encourage researchers to apply video recordings in future studies.Practical implicationsThe study provides managerial guidelines for improved selling competence and sales team organization.Originality/valueThis study’s findings represent a new insight into the actual manifestations of salesperson emotional behaviors that are commonly discussed but rarely observed directly.
