Research Recaps

How To Maintain Buyer Attention in B2B Sales

Key Takeway

Salespersons in B2B e-mail negotiations can use two contrasting types of tactics. Information sharing and recommendations can elicit buyer internalization and processing of the offer. Alternatively, seller promises or expert advice can mitigate buyer risk. Either tactic can be effective, but using both concurrently can erode buyer attention and success.

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