Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force

Deva Rangarajan; Arun Sharma; Teidorlang Lyngdoh; Bert Paesbrugghe

doi:10.1016/j.bushor.2021.02.030

Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force

Deva Rangarajan, Arun Sharma, Teidorlang Lyngdoh, Bert Paesbrugghe

Marketing

Research output: Contribution to journal › Article › peer-review

Abstract

The COVID-19 pandemic has changed how salespeople interact with customers and with business-to-business (B2B) organizations. Organizations must confront the shifts in how their salespeople operate. Recent research recommends firms develop an adaptive sales force to address disruptions like a pandemic and be prepared to meet such challenges in the future. Based on interviews with marketing and sales executives, we explore how firms have responded to these interconnected changes during the COVID-19 pandemic and offer insight into best practices deployed across industries.

Original language	English (US)
Journal	Business Horizons
DOIs	https://doi.org/10.1016/j.bushor.2021.02.030
State	Accepted/In press - 2021

Keywords

Adaptive sales force
B2B sales
COVID-19 pandemic
Digital transformation
Sales conversation
Sales technology

ASJC Scopus subject areas

Business and International Management
Marketing

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10.1016/j.bushor.2021.02.030

Cite this

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title = "Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force",

abstract = "The COVID-19 pandemic has changed how salespeople interact with customers and with business-to-business (B2B) organizations. Organizations must confront the shifts in how their salespeople operate. Recent research recommends firms develop an adaptive sales force to address disruptions like a pandemic and be prepared to meet such challenges in the future. Based on interviews with marketing and sales executives, we explore how firms have responded to these interconnected changes during the COVID-19 pandemic and offer insight into best practices deployed across industries.",

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Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force

Abstract

Keywords

ASJC Scopus subject areas

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