Sales Influence Tactics in B2B Sales: A Systematic Literature Review and Future Research Directions

Sales influence tactics (SITs) are critical in persuading buyers, shaping their perceptions, and ultimately securing business deals in today's complex B2B sales landscape. This systematic review of 53 peer-reviewed articles synthesizes the current state of knowledge on SITs, highlighting the key themes, arguments, and emerging practices in sales influence literature. The analysis reveals the significance of buyer characteristics, salesperson attributes, and relational factors in determining the effectiveness of influence tactics. It emphasizes the importance of adapting tactics to diverse buyers and situations, fostering stronger relationships, and ultimately driving sales growth. Additionally, it highlights the need to understand how salespeople can develop the skills required to navigate the multifaceted landscape of modern sales influence in digital environments. The review identifies existing research gaps and suggests future research directions, focusing on influence over digital interactions, personalized data-driven tactics, and ethical AI use.