The COVID-19 pandemic marked a significant turning point in the business environment, shifting the sales process in the B2B segment from face-to-face interactions to virtual settings. Traditional negotiation methods were transformed into digital communication, which triggered the need for new digital competencies among salespeople. Skills, such as effective video communication, leading online meetings, digital information sharing, and maintaining trust at a distance came to the forefront. The role of the salesperson evolved from an information provider to an advisor, analyst, and relationship builder. On the other hand, digital tools have also brought several challenges, such as reduced personal interaction, a lack of proficiency in digital tools, and insufficient company support through proper training and inclusive strategies. The main objective of this master’s thesis is to explore the impact of digital transformation on the roles of salespeople and to determine which changes have proven to be sustainable. The research is based on a qualitative approach through semi-structured interviews with employees in sales, which provides insight into their experiences and perceptions. Special emphasis is placed on the interviewees’ subjective perspectives regarding the advantages, disadvantages, and the need to upgrade existing competencies in light of digitalization.
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