Sales skills in the digital era: Is it time to form the B2B sales skill set all over again?

Abstract

The increasing application of digital technologies is transforming sales considerably. However, it is unclear how sales can adapt properly – particularly from the B2B sales skills side. Despite the urgency of this matter, in-depth research on B2B sales skills in the digital era remains sparse. In this structured abstract, a new conceptual model for a more modern B2B skill set is thus developed in a cross-country study. As a preliminary result, most of the traditional sales skills are still required in future, but need to be complemented by intercultural as well as digital sales skills.

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