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

Abstract

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
Pages810-815
Number of pages6
Publication statusPublished - 1 Dec 2014
EventANZMAC 2014 - Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014

Conference

ConferenceANZMAC 2014
CountryAustralia
CityBrisbane
Period1/12/143/12/14

Fingerprint

Buyers
Salespeople
Communication
New media
Specific factors
Social media
Industry
In-depth interviews
Salesperson
Business-to-business (B2B)
Suppliers

Keywords

  • B2B sales
  • communication access strategies
  • sales cycle

Cite this

Marck, M., Ennis, S., & Brawn, Z. L. (2014). Investigating communication and access strategies within B2B sales. In S. Rundle-Thiele, K. Kubacki, & D. Arli (Eds.), ANZMAC Conference Proceedings 2014 (pp. 810-815). Brisbane.
Marck, Michael ; Ennis, Sean ; Brawn, Zoe Lesley . / Investigating communication and access strategies within B2B sales. ANZMAC Conference Proceedings 2014. editor / Sharyn Rundle-Thiele ; Krzysztof Kubacki ; Denni Arli. Brisbane, 2014. pp. 810-815
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Marck, M, Ennis, S & Brawn, ZL 2014, Investigating communication and access strategies within B2B sales. in S Rundle-Thiele, K Kubacki & D Arli (eds), ANZMAC Conference Proceedings 2014. Brisbane, pp. 810-815, ANZMAC 2014, Brisbane, Australia, 1/12/14.

Investigating communication and access strategies within B2B sales. / Marck, Michael; Ennis, Sean; Brawn, Zoe Lesley .

ANZMAC Conference Proceedings 2014. ed. / Sharyn Rundle-Thiele; Krzysztof Kubacki; Denni Arli. Brisbane, 2014. p. 810-815.

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

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Marck M, Ennis S, Brawn ZL. Investigating communication and access strategies within B2B sales. In Rundle-Thiele S, Kubacki K, Arli D, editors, ANZMAC Conference Proceedings 2014. Brisbane. 2014. p. 810-815