Forming B2B Sales Strategies: Digital Challenges, Mutual Benefits and Supportive Partnerships Establishment

Abstract

Digitalisation has changed the way businesses operate, including the part of Business-to-Business (B2B) sales. The rapid pace of digitalisation has sparked a surge of research interest. However, much of the research into the relationship between digitalisation and B2B sales to date, has focused on short-term tactics. Consequently, there exists a lack of in-depth research on sales strategies in combination with the balance of mutual benefits, along with relevant corporate partnerships, that generally encompasses supporting the deployment of the transacting enterprises within digital environment. Because of these research gaps, the current primary research addresses two major issues. Firstly, it seeks to examine the dynamics of digitalisation in formulating B2B sales strategies. The second aspect concerns examination of the balance of mutual stakes and support partnerships of B2Bs with regard to the digital field. Empirically, fourteen qualitative, semi-structured in-depth interviews with B2B owners and relevant executives were conducted. The research revealed that the digital environment has formulated B2B sales strategies on a new basis and simultaneously developed the state of mutual benefits and developed cooperation as well. Additionally, it enhances the competitive status and contributes to meeting challenges occurred in the business sector. On top of that, it creates value in a transparent way and creates a trustful relationship among businesses. In this regard, reciprocity of interest in trade transactions suggest satisfaction and reinforces the competitive advantage. However, due to the fact the digital transition is not equally well developed in all countries and businesses, a digital divide is being established that needs to be addressed more by relevant policies in order for the latter to support the weaker parties. Moreover, the findings of the research are both theoretically and practically intriguing, wherein they add evidence to the hitherto narrow focus of research into digital era and B2B sales strategies on long term tactics. Simultaneously, the findings could help shape relevant policies to further support entrepreneurship at international, national, regional and local level, especially those entrepreneurs involved in the B2B area.