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Business-to-business e-negotiations and influence tactics.

Authors:

Singh, Sunil K.. College of Business, University of Nebraska–Lincoln, Lincoln, NE, US, [email protected]
Marinova, Detelina. Robert J. Trulaske College of Business, University of Missouri, MO, US, [email protected]
Singh, Jagdip. Weatherhead School of Management, Case Western Reserve University, Cleveland, OH, US, [email protected]

Address:

Singh, Sunil K., [email protected]

Source:

Journal of Marketing, Vol 84(2), Mar, 2020. pp. 47-68.

NLM Title Abbreviation:

J Mark

Page Count:

22

Publisher:

US : Sage Publications

Other Publishers:

US : American Marketing Association

ISSN:

0022-2429 (Print)
1547-7185 (Electronic)

Language:

English

Keywords:

business to business, buyer attention, e-communication, linguistic, machine learning, negotiation, selling, text analysis

Abstract:

E-negotiations, or sales negotiations over email, are increasingly common in business-to-business (B2B) sales, but little is known about selling effectiveness in this medium. This research investigates salespeople’s use of influence tactics as textual cues to manage buyers’ attention during B2B e-negotiations to win sales contract award. Drawing on studies of attention as a selection heuristic, the authors advance the literature on mechanisms of sales influence by theorizing buyer attention as a key mediating variable between the use of influence tactics and contract award. They use a unique, longitudinal panel spanning more than two years of email communications between buyers and salespeople during B2B sales negotiations to develop a validated corpus of textual cues that are diagnostic of salespeople’s influence tactics in e-negotiations. These e-communications data are augmented by salesperson in-depth interviews and survey, archival performance data, and a controlled experimental study with professional salespeople. The obtained results indicate that the concurrent use of compliance or internalization-based tactics as textual cues bolsters buyers’ attention and is associated with greater likelihood of contract award. In contrast, concurrent use of compliance and internalization-based tactics is prone to degrade buyer attention and likely to put the salesperson at a disadvantage in closing the contract award. (PsycInfo Database Record (c) 2020 APA, all rights reserved)

Document Type:

Journal Article

Subjects:

*Business; *Compliance; *Heuristics; *Negotiation; *Computer Mediated Communication; Business Organizations; Sales Personnel

PsycINFO Classification:

Consumer Psychology (3900)

Population:

Human
Male
Female

Location:

US

Age Group:

Adulthood (18 yrs & older)

Tests & Measures:

Salesperson Survey
In-depth Interview

Grant Sponsorship:

Sponsor: Organizational Frontlines Research
Recipients: No recipient indicated

Sponsor: ISBM
Other Details: Business Marketing Doctoral Support Award
Recipients: No recipient indicated

Sponsor: AMA Sales
Other Details: SIG/USCA’s Dissertation Proposal Award
Recipients: No recipient indicated

Sponsor: Mary Kay/AMS
Other Details: Dissertation Proposal Award
Recipients: No recipient indicated

Methodology:

Empirical Study; Interview; Quantitative Study

Supplemental Data:

Appendixes Internet

Format Covered:

Electronic

Publication Type:

Journal; Peer Reviewed Journal

Release Date:

20200330

Copyright:

American Marketing Association. 2020

Digital Object Identifier:

http://dx.doi.org/10.1177/0022242919899381

Accession Number:

2020-09988-003

Database:

APA PsycInfo