Securing sales with differently informed customers: Adapting influence tactics holds the key

Strategic Direction

ISSN: 0258-0543

Publication date: 30 November 2020



This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Developments in digital technology means many customers enjoy wider access to information than previously. Poor reliability of certain sources risks potential clients having information gaps or in possession of knowledge that is inaccurate or misleading. Salespeople in B2B contexts must therefore determine the knowledge status of potential customers and accordingly adapt and use appropriate sales information tactics to make desired outcomes more attainable.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2020), "Securing sales with differently informed customers: Adapting influence tactics holds the key", Strategic Direction, Vol. 36 No. 12, pp. 23-25.

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