JM Insights in the Classroom
How to Use Influence Tactics During B2B E-Negotiations to Win B2B Contracts: Guidelines for B2B Sales Managers and Salespeople
Access Classroom Lecture Slides
Related Marketing Courses:
Principles, Core, and Intro to Marketing Mgmt; Business-to-Business marketing; Digital Marketing; Marketing Strategy; Consumer Behavior
Singh, Sunil K, Detelina Marinova, and Jagdip Singh (2020), “Business-to-Business E-Negotiations and Influence Tactics,” Journal of Marketing, 84(2), 47-68.
E-negotiations, or sales negotiations over electronic mail, are increasingly common in business-to-business (B2B) sales, but little is known about selling effectiveness in this medium. This research investigates salespeople’s use of influence tactics as textual cues to manage buyers’ attention during B2B e-negotiations for sales contract award. Drawing on studies of attention as a selection heuristic, we advance the literature on mechanisms of sales influence by conceptualizing buyer attention as a key mediating variable between the use of influence tactics and contract award. We utilize a unique, longitudinal panel spanning more than two years of email communications between buyers and salespeople during B2B sales negotiations to develop a validated corpus of textual cues that are diagnostic of salespeople’s influence tactics in e-negotiations. These e-communications data are augmented by salesperson in-depth interviews and surveys, archival performance data, and a controlled experimental study with professional salespeople. The obtained results indicate that the concurrent use of compliance or internalization-based tactics as textual cues bolsters buyer’s attention and is associated with greater likelihood of contract award. In contrast, concurrent use of compliance and internalization-based tactics is prone to degrade buyer attention and likely to put the salesperson at a disadvantage in closing contract award.
Special thanks to Kelley Gullo and Holly Howe, Ph.D. candidates at Duke University, for their support in working with authors on submissions to this program.
Search other Insights in the Classroom
Read a managerial summary of this paper.
More from the Journal of Marketing