buyer-seller relationships – Page 5

Why Customer Experience Matters for B2B

The B2B companies that focus on providing effective digital customer experiences will reap the rewards of an increasingly online B2B buying process.

March 29, 2021

A Better Way to Price B2B Offerings

While B2B suppliers often feel that they must compete on price alone, they have an ability to extract a higher price from their B2B customers and provide greater customer value by focusing on all of the offerings that they provide.

March 15, 2021

The Effect of Review Writing on Learning Engagement in Channel Partner Relationship Management (Aguirre et al. 2018)

Channel partners play a critical role in the financial performance of suppliers. One way in which suppliers can provide useful information to their channel partners is through partner relationship management strategies. Aguirre et al. 2018 provide recommendations for how these strategies can generate the most engagement amongst channel partners.

December 21, 2020

How B2B Companies Can Win Back Customers They’ve Lost

Trends in the B2B world allow customers to continuously evaluate their relationships with their suppliers. Reacquiring lost customers can often be rewarding for B2B suppliers. The article outlines several customer reacquisition building blocks.

December 17, 2020

Multichannel Strategies for Managing the Profitability of Business-to-Business Customers (Lawrence et al. 2019)

Companies selling to B2B customers face two key issues: managing the salesperson channel and managing the customer-specific discounts often utilized to drive sales. Companies must determine if customers using online channels would benefit from also being served using salesperson channels, or if utilizing salespeople in such a way would be a waste of valuable resources. Lawrence et al. (2019) provide compelling evidence that sellers gain approximately twice as much net profit from customers that have greater contact with salespeople. The interpersonal relationships that salespeople forge with buyers in the B2B context may bring forth positive financial outcomes.

November 14, 2020

Business-to-Business E-Negotiations and Influence Tactics (Singh et al. 2020)

Sales negotiation over email exchanges between sellers and buyers (e-negotiation) is increasingly common in B2B sales. The use of influential tactics as textual cues in emails to manage buyers’ attention significantly affects sales outcomes. To test the effectiveness of influential tactics in e-negotiations, the authors of this study analyze seller-buyer emails over a two-year period part of 40 e-negotiations, along with other data sources and a controlled experiment. In an era where remote working is more prevalent than ever, e-negotiations are more important than ever. It underscores the relevance of this research.

September 28, 2020

The Digital Transformation of Buyer/Supplier Dynamics

Our own Stefan Wuyts – Director of the ISBM and Full Professor of Marketing – was recently interviewed by PYMNTS.com on digitalization. The interview covers online platforms, buying groups, and the future (if any) of tradeshows. Whatever the future holds – the B2B buying process will be very different in the future.

August 28, 2020

Understanding the Impact of Customer Relationship Disruptions Resulting from Salesperson Change (Schmitz et al.)

It is widely believed that a B2B relationship disruption, which refers to the change of the salesperson in a customer relationship with another salesperson within the same firm, results in negative consequences such as a loss of customer knowledge, diminished interpersonal trust, and increased uncertainty. However, some B2B relationship disruptions also have positive effects that countervails some of the negative effects of disruptions. Results of this study indicate that relationship disruption can decrease resale value by 28.8% but it can also revitalize the relationship and increase new sales revenue by 52.2%.

May 7, 2020

Transcendent Trends Shaping the Future of B2B Marketing (John Martin)

The world will change more in the next 10 years than it has in the past 30. It’s difficult for leaders at every level to know where change will happen next, and even more so, the implications to their organization’s success.

September 26, 2019

ISBM Pulse: buyer-seller relationships

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