Choreographing Hybrid Sales Interactions in Key Account Management

Abstract

This thesis explores the optimal choreography of sales interactions with key account customers across face-to-face, remote, and hybrid settings. The study aims to identify the most effective practices for sales interactions in various settings, emphasizing the importance of personal engagement and relationship building when doing international business. Understanding these dynamics is crucial for building up long-term customer relationships and maximizing their profit within sales organizations. In the empirical research, 11 interviews were conducted with participants including a salesteam within one large international Austrian B2B company and its subsidiary in Japan, and their Japanese key accounts. This experiment provides a comprehensive understanding of the preferences and experiences of both suppliers and purchasers in different interaction settings. The interviews not only revealed the advantages, disadvantages, and challenges of face-toface and online interactions between suppliers and customers, but also identified core principles for a hybrid sales model that enhance customer interactions for the future. To optimize hybrid sales interactions, the necessity of carefull choreographs of the frequency and intensity of customer visits by sales organization were defined. The importnace of appropreate distribution of roles and responsibilities within sales team and also the advantage of senior managers involvment in a key accounts meetings was highlghted to reassure relationships and build trust, particularly with clients from cultures that value hierarchical respect, such as Japan. Additionally, requirement for salespeople to develop their cultural sensitivity and crosscultural competence was emphasized to navigate international client interactions effectively. It enables them to minimize the risk of losing their trust from customers or giving negative impact on the relationship. In conclusion, a hybrid approach that emphasizes face-to-face interactions, while incorporating effective utilization of online elements, with an understanding of cultural differences and effective communication strategies, proves to be the most effective strategy for maintaining strong customer relationships. By introducing this hybrid model effectively within a supplier organization, it leads to sustained business success and competitive advantage for suppliers.

Date of Award	2024
Original language	English
Supervisor	Christian Stadlmann (Supervisor)