We are pleased to announce that the article “Extended Reality in Business-to-Business Sales: Performance Implications, Adoption Drivers, and Contingency Effects” was recently published in the renowned Journal of Marketing (JM).

The authors address a future-oriented topic: the use of Extended Reality (XR) in the B2B sales process.

The study shows that XR expands B2B sales beyond mere product presentation and creates substantial value for both buyers and sellers through interactive visualizations.

Key findings include:

• The use of XR increases customer loyalty and upselling ability.
• Especially for complex products, XR facilitates information processing on the buyer’s side.
• XR applications outperform traditional slide-based presentations and provide an effective alternative to costly physical prototypes, even in remote selling.
• At the same time, the use of this technology may increase role stress on the seller’s side. 

What does this mean for practice?    
To successfully leverage XR, it is essential to support the sales team with an organizational culture that fosters innovation and to promote adaptive selling skills in order to mitigate potential role stress.

The article is now available online here. We invite readers to take a look at this insightful study!