Negotiating Beyond Face-to-Face: Critical Challenges and Skill Requirements in Digital Buyer–Seller Interactions

Abstract

All sales communications aim to identify customer needs, articulate value propositions, and guide the buyer’s decision-making process. With the rise of digital transformation and changed customer demands, sales communication activities need to be aligned related to virtual sales. This article highlights the findings of virtual negotiation competencies study conducted with Austrian and Finnish companies during 2023-2025. Totally 39 interviews were conducted with sales professionals. Findings revealed that in virtual sales, behavioral competences must compensate for reduced attention, compressed time windows and higher risks of misunderstanding. The importance of a positive, open stance toward virtual interaction was also stressed. In addition, it was found that sellers must actively interpret reduced visual signals and adapt to absent, ambiguous, or disrupted cues. Virtual professionalism, like time management and start-of-call checks, were indicators of preparedness and competence. Technical staging influenced impressions and directed attention and engagement in sales communications.

Keywords: B2B Sales, Online, Virtual Interaction, Sales Communication

DOI: 10.54941/ahfe1007591