Digital Transformation of Relational B2B Sales within the Manufacturing Sector. Drivers, Barriers, and the Role of Personal Relationships

Abstract

Digitalization is challenging the traditional view of relational sales models. The most prominent aspect infl uencing digital transformation is the importance of human interactions and customer relationships, particularly due to the complex nature of business-to-business (B2B) sales. The implementation of digital sales platforms is, however, not an incentive to replace personal relationships with digital technologies, but rather a capability to recognize digital solutions as powerful tools to increase internal effi ciency enabling more time for value-based sales. The role and potential of utilizing digital technology is infl uenced by the perception of individual employees. Digital platforms in themselves possess benefi cial attributes, enhancing the sales processes, as demonstrated by several participants. Nevertheless, the analysis and previous research recognize misperceptions, limited awareness and lack of practical knowledge about how to leverage these digital sales platforms eff ectively. Since digitalization is an ongoing process, it will be part of the future, especially driven by generational shifts. Firms are therefore recommended to integrate digital sales platforms, utilizing the great potential provided, which enables more time for personal relationships. However, such digital transitions demand extensive commitment, requiring active change management to eliminate identifi ed barriers, such as internal resistance and the misalignment between people, processes, and technology. 2