Influencing the decision: psychological persuasion techniques in B2B SaaS sales and complex buying structures

Abstract

This master thesis examines how salespeople in the B2B SaaS sector apply psychological persuasion techniques in complex sales situations and adapt them to different buyer contexts. While strategies such as reciprocity, social proof or authority have been extensively analysed in consumer research (B2C), there is a lack of knowledge on their practical application in the B2B environment, especially when selling intangible software solutions to multiple decision makers in buying centers or centralized procurement structures. This thesis aims to close this research gap by investigating how psychological models are used in real-life SaaS sales. Particular attention is paid to the consideration of decision-making styles of buyers and the differences between virtual and face-to-face sales conversations. The study is based on a qualitative research design. Using guided interviews with experienced SaaS salespeople from the DACH region, data was collected, deductively and inductively coded and thematically analysed. The analysis revealed four central themes: (1) persuasion techniques used, (2) adaptation to buyer characteristics, (3) challenges in SaaS sales and (4) differences between virtual and face-to-face sales contexts. The results show, that successful salespeople combine standardized persuasion techniques with a high degree of adaptability. The virtual sales setting presents a particular challenge for building trust, but at the same time offers efficiency advantages. The paper concludes with a theoretical categorisation and approaches for future research.

Date of Award	2025
Original language	English
Supervisor	Robert Füreder (Supervisor)