Uncertainty in B2B sales process : how does uncertainty manifest across the B2B sales process?

Abstract

This thesis studies manifestation of uncertainty across the seven stages of the B2B sales process with the aim to support sales professionals in dealing with inherent uncertainty within the sales context. The study begins by outlining the key sales activities within the B2B sales process and then explores the concept of uncertainty from multi-disciplinary perspectives.

This exploratory study is conducted using the integrative literature review to build general understanding of existing research while enabling conceptual integration across multiple literature streams. The study offers a new perspective on uncertainty in the B2B sales process while laying foundation for the future empirical investigation.

The findings offer guidance on how to support sales professionals in dealing with uncertainty and how uncertainty can be classified in the context of the sales process. Furthermore, it offers a new perspective on how uncertainty can be leveraged to improve sales outcomes by enabling informed decision-making and adaptive behaviour. Additionally, the study highlights that uncertainty is inherently subjective as it is shaped by the individual’s cognitive interpretations, evolving relational dynamics, and the set boundaries to the pursued goals and objectives.