Congratulations to Dr. Aline Lanzrath, Prof. Christian Homburg, and Prof. Robin-Christopher Ruhnau, whose paper on “Increasing graduates’ interest in B2B sales: how to dispel lay beliefs, fight stigma, and create a profession of choice” was recently published in the Journal of Personal Selling & Sales Management, one of the most important journals for sales research.

In light of the critical shortage of talent and the demand for highly educated professionals in business-to-business (B2B) sales, the authors employ a mixed-method approach to explore the factors contributing to graduates' lack of enthusiasm for B2B sales and identify potential countermeasures.

From creating specific touchpoints with sales to rethinking labor market communication, job design, and the role of higher education, their studies provide actionable insights.

Sales is no longer limited to persuasion, but offers a dynamic, team-orientated environment for diverse and creative talent with often better (and better paid) career prospects than marketing.

Read the full article here: https://www.tandfonline.com/doi/full/10.1080/08853134.2023.2289701?src=