What makes sales presentations effective – a buyer‐seller perspective

Purpose This exploratory research aims to examine the commonalities and differences in how buyers and sellers perceive and characterize an effective sales presentation in an attempt to present issues/themes that may help start a dialogue into the theoretical underpinnings of effective sales presentations. Design/methodology/approach The paper consists of a qualitative study involving both salespeople and buyers. Findings The study uncovers three common themes of an effective sales presentation – knowledge, adaptability, and trust – but exposes a gap between buyer and seller expectations and perspectives of these themes. Practical implications The findings provide insight for business‐to‐business (B2B) salespeople and managers as to what buyers and sellers consider characteristic of an effective sales presentation. Originality/value By focusing on how the two main parties to an exchange – the buyer and seller – define what makes an effective sales presentation, this paper adds knowledge to the area of B2B sales research.