Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Unveiling the ambivalent effect of remote selling on sales performance

Published: May 24, 2023


David Ergun, Ruhr-University Bochum; Christian Schmitz, University of Bochum


On-site face-to-face (FTF) interactions between salespeople and buyers have been fundamental in business-to-business (B2B) selling. The COVID-19 pandemic has essentially changed B2B selling as shutdowns limited salespeople’s interactions with buyers via on-site calls. Salespeople adapted to these restrictions by shifting to remote calls, using videoconference tools. Though restrictions have been lifted, time- and cost-efficient remote selling has become established in B2B markets. While enhancing sales efficiency, our results show an inverted u-shaped effect of salesperson remote call activity on sales effectiveness. Firms’ acquisition focus increases the effect of remote call activity on sales effectiveness. Allocating remote calls on high-value customers enhances the effect of remote call activity on sales efficiency. This study investigates the contingent nature of the effect of remote selling on sales performance, resulting in actionable managerial implications.