The Chair of B2B Marketing, Sales & Pricing is delighted to present the first scientific publication by Janina Riether: “Extended reality in B2B sales interactions”. Together with Robin-Christopher Ruhnau and Prof. Christian Homburg, this study has now been published in the esteemed Journal of Personal Selling & Sales Management.

The research impressively demonstrates the potential that extended reality (XR) – from augmented to virtual reality – can unleash in B2B sales. It highlights how these technologies not only enhance interactions but also sustainably improve overall sales performance.

Based on 40 in-depth interviews with sales professionals, customers, and XR experts, the authors developed a comprehensive framework that clearly illustrates how XR creates value across different phases of the buying decision process.

Key insights include:

• XR strengthens sales teams through customer-centered benefits (e.g., intuitive product evaluation, smoother coordination within the buying center) as well as seller-centered benefits (e.g., more persuasive storytelling, clearer communication of product value).
• The success of XR applications strongly depends on the customer’s decision stage and the complexity of the buying center.

Read the full paper here:

Extended reality in B2B sales interactions