5 NJB Vol. 71 , No. 1 (Spring 2022) Understanding Value Creation through Digital and In-Person Communication in Solution Understanding Value Creation through Digital and In-Person Communication in Solution Selling Process Saara Julkunen, Jonna Koponen and David Nickell Abstract This study investigates how value is created from a customer relationship perspective when a seller employs both digital and in-person communications. Through a phenomenological study, we interpret data from 33 interviews and 15 video recordings of B2B solution sellers and customers. We contribute to the existing literature by showing the value of communication for sales relationships when a salesperson uses both digital and in-person communications during the solution selling process. While digital sales communication is often based on the seller’s task-specific management, in-person communication is mainly based on the seller’s re- lational orientation towards a profitable relationship. Furthermore, the closer the relationship between the seller and the customer, the greater the requirement is for salespeople to create value in communication by combining digital and in-person sales interactions. As for the man- agerial implications, companies should create a sales communication strategy built around value creation in relationships by focusing on sales communication competence. Keywords: B2B sales relationships; Value Creation; Digital communication; In-person communication; B2B solution selling process Saara Julkunen is a Professor in International Sales at the University of Eastern Finland, Kuopio, Finland. Koponen, Jonna is an Associate Professor of Service Management and Communication at the University of Eastern Finland, Joensuu, Finland. David Nickell is a Professor of Marketing at the University of West Georgia, USA. The work described is part of a research project funded by the Academy of Finland, decision number 342265.