Adaptive hybrid-selling in German mechanical engineering B2B-sales : how can computer-mediated and on-site communication be effectively combined to convince decision-makers?

Abstract

This research supports B2B-salespeople to select, combine and use on-site and digital communication channels approaching decision-makers to achieve communication goals - incorporating different sales process steps - in times of massively changing communication habits. Salespersons in german B2B-sales face the huge challenge of having handled by far the largest part of their customer communication via well-known communication channels such as on-site visits, telephone and E-mail for decades and now having to handle additional communication channels (e.g. videoconferences, Social Media or customer specific videos), which are new territory for many salespeople, in a relatively short period, since on-site customer appointments were not feasible caused by the Corona pandemic. However, skills to communicate professionally through these channels and to decide which channels are the most appropriate in which situation were not sufficiently developed. Using a qualitative research strategy and applying a multiple embedded case study approach, experiences of sales-directors, purchasing managers and salespersons have been analysed. The data analysis has been conducted via a thematic analysis. Applying this research strategy, communication experiences from the real-world context in B2B-sales have been elicited to conclude which combination of different communication channels is valued by interlocutors. Via a practical model and a checklist, which can be applied in real-world communications with prospects and customer’s decision makers, the research’s objective is to provide a pragmatic help for B2B-salespersons in order to increase deal closing rates via a convincing communication with customer’s decision-makers.