Working Papers

Buyer Attention and Salesperson Influence Tactics in B2B Sales e-Negotiations

Jagdip Singh

Case Western Reserve University

Detelina Marinova

University of Missouri

Sunil Singh

University of Nebraska - Lincoln

Nov 3, 2020

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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