Extended reality in B2B sales interactions

Recently, extended reality (XR) technologies like augmented and virtual reality have expanded across businesses and society. In business-to-business (B2B) sales, however, the implementation is lagging. And while expectations about XR technologies are high, their specific impact on personal selling and sales interactions in business-to-business (B2B) contexts remains unclear. Against this background, the authors provide insight into the unique benefits through which XR technologies may contribute to salesperson performance and the conditions under which these benefits are likely. Based on an extensive qualitative study comprising 40 B2B salespeople, customer, and XR technology expert interviews, the authors create a comprehensive framework about XR technologies in B2B sales interactions related to the focal antecedent conditions, benefits, and contingencies. The findings show that using XR technologies in sales interactions may strengthen salesperson performance through customer-centered (e.g. simplified product evaluation, enhanced buying center coordination) and seller-centered (e.g. persuasive storytelling, enhanced product value communication) benefits. However, against the background of necessary investments, companies should consider whether the required antecedent conditions (e.g. sufficient organizational resources, suitable products) are met. Relatedly, the ultimate benefits that can be expected from XR technologies in sales depend on two main impact contingencies (i.e. customers’ purchasing decision phase, buying center complexity).