Investigating communication and access strategies within B2B sales

Michael Marck, Sean Ennis, Zoe Lesley Brawn

Research output: Chapter in Book/Report/Conference proceedingConference contribution book


The aim of this working paper was to explore business-to-business (B2B) buyers’ preferences when initially communicating with salespeople. The paper focuses on salespeople’s’ current access strategies to initiate the sales cycle within the B2B environment. Twelve in-depth interviews were conducted with industrial buyers from the UK representing a variety of sectors. It was found that buyers were using a range of different media when contacting and being contacted by salespeople; however, newer media (social media) has not become as commonplace as previous research claimed. This may be due to industry specific factors that need to be considered by salespeople. Furthermore, buyers are now able to use online technologies for information and supplier search that is game changing in terms of what is expected from a salesperson. Salespeople today need to understand how they can effectively communicate value when gaining access to B2B buyers.
Original languageEnglish
Title of host publicationANZMAC Conference Proceedings 2014
EditorsSharyn Rundle-Thiele, Krzysztof Kubacki, Denni Arli
Place of PublicationBrisbane
Number of pages6
Publication statusPublished - 1 Dec 2014
EventANZMAC 2014 - Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014


ConferenceANZMAC 2014


  • B2B sales
  • communication access strategies
  • sales cycle


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