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