Abstract
The sales environment and specifically B2B sales have changed tremendously in the last couple of years. Especially the pandemic crisis has addressed disruption regarding sales strategies. The sales force as well as sales managers and the entire organization faces challenges to operate and perform with the new behavior of buyers. Actual research in this field underpins that digital transformation and an adaptive sales force could help to create a more resilient strategy in B2B sales. Technological advances have been a driving force in these changes, warranting scientific inquiry into the use of new technologies in business development. The article outlines the extant literature on digital transformation and adaptive selling in B2B sales. Based on interviews with sales managers the author explored how these managers could transpose adaption in their business strategy. Based on the assumption that the salesforce provides solutions like products and services to their customers, the potential benefit of adaptive selling and digital transformation will be discussed. In the last section of this article the author examines the gaps in the scientific literature and discuss these with suggestions on how adaptive selling and transformation could support resilient sales strategies in the B2B sales.
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