What makes sales presentations effective – a buyer-seller perspective
Abstract
This exploratory research aims to examine the commonalities and differences in how buyers and sellers perceive and characterize an effective sales presentation in an attempt to present issues/themes that may help start a dialogue into the theoretical underpinnings of effective sales presentations. The paper consists of a qualitative study involving both salespeople and buyers. The study uncovers three common themes of an effective sales presentation – knowledge, adaptability, and trust – but exposes a gap between buyer and seller expectations and perspectives of these themes. The findings provide insight for business-to-business (B2B) salespeople and managers as to what buyers and sellers consider characteristic of an effective sales presentation. By focusing on how the two main parties to an exchange – the buyer and seller – define what makes an effective sales presentation, this paper adds knowledge to the area of B2B sales research. © 2012, Emerald Group Publishing Limited
Publication Title
Journal of Business & Industrial Marketing
Recommended Citation
Cicala, J., Smith, R., & Bush, A. (2012). What makes sales presentations effective – a buyer-seller perspective. Journal of Business & Industrial Marketing, 27 (2), 78-88. https://doi.org/10.1108/08858621211196958
