Applying Cognitive Psychology in Sales Management: The Role of Theory of Mind in B2B Buyer-Seller Relationships

Abstract

This thesis investigates comprehension of the buyer-seller relationship that exists in business-to-business (B2B) markets using Theory of Mind (ToM) in sales management strategies. This research seeks to close the divide linking sales and cognitive psychology. To understand the intentions, the feelings, and the thought processes of customers can result in communication that is better, in sales tactics that are more successful, and in the development of relationships that are enduring. The study starts by thoroughly examining Theory of Mind (ToM) in the contexts of cognitive psychology as well as sales since it investigates its impact on the decision-making process of buyers along with its potential application within the development of business strategies. Research techniques include a review in cognitive psychology literature. Sales strategies join buyer thought patterns as other cases. Furthermore, researchers did empirically investigate the use of quantitative methodology within research. For this study, a online survey was used, with over 100 participants in result. It helps researchers understand about the buyer-seller relationship and the B2B market sales process, as well as factors affecting sales success and its geographic dependence. This study seeks to suggest tactics that readers can apply based on ToM in sales management and they can always strengthen the bond between buyers and sellers. The study gives a deeper comprehension not only the cognitive processes that do influence business decisions but also sales performance because it closely examines all of the viewpoints of buyers and sellers relationship. Therefore, data regarding Theory of Mind's (ToM) help to understand clients and how connection can be established. The findings of this study may ultimately help sales professionals create more successful business plans.

Date of Award	2025
Original language	English
Supervisor	Peter Hutterer (Supervisor)