Micro-level tactics salespeople use to pursue large B2B deals: A semi-systematic review and research agenda

Abstract

This study investigates the micro-level tactics (i.e., common short-term actions) salespeople use to secure large business-to-business (B2B) deals, a crucial yet underexplored topic in the sales literature. Using a semi-systematic review of 66 articles, we identify three core tactics: stakeholder management, product tactics, and commercial tactics. These tactics are essential for navigating the nonlinear, iterative processes involved in large B2B deal pursuits, which often require cross-functional collaboration and adapting to organizational complexities. Our analysis reveals that stakeholder management, particularly communication and trust-building, is pivotal across all stages of the sales process. Product (tangible and intangible) and commercial tactics (price and contract terms), further support deal progression by aligning with client needs and organizational goals. Drawing on Activity Theory, the study also highlights the importance of adapting sales approaches to a given context and identifies significant challenges regarding the interplay between sales tactics and different environmental factors. A future research agenda is provided to further our understanding of how micro-level tactics can be optimized to achieve specific deal outcomes, such as winning new business, renewals, and reacquisitions. The findings provide practical insights for sales professionals, emphasizing the need for adaptive tactics that align with broader organizational objectives.