Advancing B2B sales – with the combo of science and practice

81,254 words on 275 pages. I just called it “the beast”.
Read some details about my dissertation here.

Stephan Kober

Sales training

Sales trainer Stephan Kober increases your sales effectiveness.

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The drive to write a doctoral thesis on hybrid selling

What the hell drives you to throw yourself into the insane project of a part-time doctorate on the subject of hybrid selling? Recognition? Certainly that too. Staying ahead of the competition through sharp differentiation and added value for the customer? But so what.

But that alone is not enough to invest every free and not-so-free minute in such a project for four years. To ensure that the drop-out rate for such part-time doctoral programs is not too high, the universities prepare you for it. My university was Heriot Watt University in Edinburgh.

The clear tenor of the preparations for this doctorate, which is done alongside family and work, is: if you are not 100% passionate about the subject, you will not last this long. The head of the doctoral program put it in a nutshell in one of the preparation sessions: “Read, until your eyes are bleeding.” He was damn right. Since I started this journey just before the era of artificial intelligence, I had to do the literature research myself – probably as one of the last. But that didn’t hurt. The result is now 275 pages that summarize the world of B2B sales and, above all, the world of hybrid communication.

Does every page read like a brilliant thriller by a highly decorated author? Certainly not. Not only once have I fallen asleep while reading research papers. This is also a realization of my scientific journey: Many things in research are formulated in an unnecessarily complicated way, even though they often carry simple results.

My job is to translate the sometimes really, sometimes supposedly complicated research into the wonderful world of sales in practice.

The findings from this work are incorporated into my presentations and training sessions. I would like to provide you with a few excerpts (and I’ll leave out the areas where I fell asleep).

What the hell drives you to throw yourself into the insane project of a part-time doctorate on the subject of hybrid selling? Recognition? Certainly that too. Staying ahead of the competition through sharp differentiation and added value for the customer? But so what.

But that alone is not enough to invest every free and not-so-free minute in such a project for four years. To ensure that the drop-out rate for such part-time doctoral programs is not too high, the universities prepare you for it. My university was Heriot Watt University in Edinburgh.

The clear tenor of the preparations for this doctorate, which is done alongside family and work, is: if you are not 100% passionate about the subject, you will not last this long. The head of the doctoral program put it in a nutshell in one of the preparation sessions: “Read, until your eyes are bleeding.” He was damn right. Since I started this journey shortly before the era of artificial intelligence, I had to do the literature research myself – probably as one of the last. But that didn’t hurt. The result is now 275 pages that summarize the world of B2B sales and, above all, shed light on the world of hybrid communication.

Does every page read like a brilliant thriller by a highly decorated author? Certainly not. Not only once have I fallen asleep while reading research papers. This is also a realization of my scientific journey: Many things in research are formulated in an unnecessarily complicated way, even though they often carry simple results.

My job is to translate the sometimes really, sometimes supposedly complicated research into the wonderful world of sales in practice.

The findings of this work are incorporated into my presentations and training sessions ([link here]). I would like to provide you with a few excerpts (and I’d better leave out the areas where I fell asleep).

  • 1. the key to maximum sales efficiency: hybrid selling.

The science behind adaptive hybrid selling

Those who fail to adapt will lose customers to the competition and: how pioneers master change and are successful in the process.

How to combine on-site communication and digital tools to convince decision-makers in the B2B sector.
Digitalization has revolutionized B2B sales communication. The coronavirus pandemic has accelerated this process by bringing new digital channels to the fore. Nevertheless, personal contact remains indispensable. Adaptive hybrid selling combines the best of both worlds: personal interaction and the advantages of digital channels.

On this page I would like to present some important findings from the work. This will give you an initial insight into how you can make optimum use of communication technologies in various phases of the sales process. Benefit from scientifically proven methods to break down trust barriers, reduce uncertainty and create more efficient sales processes.

Publication 02/2025

  • 2. about the research

The science behind adaptive hybrid selling

The dissertation examines the interface between traditional sales and digital communication channels in the B2B market. The aim is to provide sales staff with practical guidance on how they can increase their closing rates through the targeted use of hybrid communication. The research is based on an extensive literature analysis as well as qualitative case studies in the German mechanical engineering industry and can be generalized in parts for B2B sales in need of explanation (as far as this is possible within the framework of a qualitative study).

Important questions that have been answered:

  • Which combination of digital and personal channels leads to success in which phase of the sales process?

  • How can uncertainties (on both sides, customer and salesperson) be reduced in customer communication?

  • What role does trust play in building long-term customer relationships?

Extract of the findings from the literature review:

  • 1. theory of media richness (media richness theory): The more complex the message, the richer the medium should be. Face-to-face communication or video conferencing are ideal for negotiations, while emails and chats are efficient for follow-up.

  • 2 Uncertainty Reduction Theory: Reducing uncertainty is a central factor in creating trust. Adaptive communication techniques play a key role here.

  • 3. social penetration theory: The relationship level is strengthened through a gradual build-up of closeness, which is supported by a personalized approach.

  • 3. the basics of adaptive hybrid selling

What makes adaptive hybrid selling so special

Adaptive hybrid selling is more than just the use of on-site and digital communication channels. It is an approach that is geared towards the needs and expectations of customers and takes scientifically sound principles into account.

Important questions that have been answered:

  • Combination of communication channels: Which channels are suitable for which phases in the sales process?

  • Emotional intelligence and trust: How does relationship building influence success?

  • Adapting to the digital transformation: How can companies meet customer requirements through technological integration?

Extract of the findings from the literature review:

  • 1. trust and uncertainty: Studies show that uncertainties can be significantly reduced through targeted communication, e.g. by using video conferencing in the early stages of the sales process.

  • 2. role of the customer perspective: Customers increasingly expect a flexible combination of digital and personal interactions. Research shows that this both reduces costs and increases efficiency.

  • 3. media synchronicity: real-time communication (synchronous) is crucial for complex negotiations, while asynchronous channels (e.g. emails) are ideal for follow-ups.

  • 4. sales process and communication strategies

Phase-oriented communication guidelines

“Each step in the sales process requires specific communication approaches. Our research offers practical guidelines on how to use the right channels and techniques at each stage.”

Lead generation:

  • Channel: social media, telephone, trade fair

  • Objective: Generate attention, arouse interest.

  • Literature: Fraccastoro et al. (2021) emphasize the importance of digital channels for reach in the acquisition phase – and the relevance of cleverly linking channels with each other.

Approach/ needs assessment:

  • Channel: Video conferencing, face-to-face meetings.

  • Objective: Build trust, carry out an initial needs analysis.

  • Insight: Face-to-face in hybrid form (e.g. video calls) remains crucial for success.

Presentation:

  • Channel: Interactive presentation tools

  • Objective: To present complex solutions in a visually and emotionally convincing way.

  • Literature: Syam et al. (2018) show how visual tools can reduce uncertainties.

Negotiation:

  • Channel: Combination of on-site and digital meetings.

  • Goal: Strengthen efficiency and trust.

Follow-Up:

  • Channel: Personalized videos, emails, phone

  • Goal: Strengthen customer relationships, enable additional sales.

  • 5. trust and uncertainty management

How to strategically build trust

Trust is the foundation of every successful customer relationship. The work shows that reducing uncertainty and the targeted use of communication channels are crucial.

Important findings:

  • Eliminate contradictions:
    Decision-makers check how the salesperson appears on other communication channels and what messages are sent after the first contact, for example. If there are contradictions, this is extremely detrimental to building trust.

  • Also come across as digitally approachable, for example: eliminate
    virtual background, use conversation hooks (objects) that anticipate the benefits of collaboration, reveal your own objectives to customers right at the start of the conversation

  • Role of non-verbal communication:
    Studies show that video conferencing and face-to-face meetings combined have a positive influence on the perception of competence. Even in video conferences, more than just the head should be visible in order to perceive body language.

As the scope of the work is enormous, only a few excerpts of the findings can be presented here.
If you would like to check whether and to what extent these findings will also help your own company move forward, please contact me.

Dr. Stephan Kober
Über mich

  • Buchautor | Redner | Vertriebstrainer

  • Erfahrung aus mehr als 3.000 Vorträgen, Keynotes und Trainings

  • Thema meiner 2025 abgeschlossenen Promotion: “Adaptive Hybrid Selling in B2B-Sales: How can computer mediated and on-site communication be effectively combined to convince decision makers?”
  • Gastautor in zahlreichen Fachmedien Pressebereich

  • Mehrfache Auszeichnungen als Vortragsredner und Trainer

  • Vortrags- und Trainingssprache: deutsch und englisch​

  • Lernen Sie mein Team kennen oder lesen weitere Details zu meinem Werdegang

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