This paper deals with the question, what impact millenials' generational characteristics do have on the effectiveness of a Social Selling approach of a service company selling to B2B prospects. Research shows a convergence of business-to-consumer (B2C) and business-to-business (B2B) purchasing behaviour. Likewise, managers and employees search for information, check reviews and testimonials of sellers and their products online. To react to these changes, the sales process (SP) must be digitalised to serve the needs of today’s buyers. This transformation is particularly driven by millennials, since this generation forms the major part of today’s workforce . To get attention from millennials, service providers must rethink the traditional SP and use Social Media to respond to changing customer demand and behaviour.
Table of Content
List of Abbreviations
1. Introduction
2. Sales in the B2B Service Industry
2.1 B2B Sales Process
2.2 Social Media in Sales
2.3 The Concept of Social Selling
3. Millennials in B2B Buying
3.2 Characteristics of Millennials
3.3 Social Media Use of Millennial B2B Buyers
4. The Impact of Social Selling on B2B Service Businesses
4.1 Opportunities of Social Selling to Millennial B2B Buyers
4.2 Risks of Social Selling to Millennial B2B Buyers
5. Conclusion
References
- Citation du texte
- Jasmin Armbruster (Auteur), 2021, The Social Selling in the B2B Service Industry. Opportunities and Risks, Munich, GRIN Verlag, https://www.grin.com/document/1061002
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