Intensified digitization and human Buyer-Seller relationships: a strategic dimension for manufacturers and distributors sales leaders

The recent context leading to an intensification of digitization has undeniably impacted Buyer-Seller (B-S) relationships in B2B markets. By refocusing on the human element, we seek to identify the strength of this impact on B-S synergies and interactions, the values conveyed and their concrete manifestations throughout the B2B buying journey. The qualitative study we conducted with commercial, industrial (Sellers) and distributor (Buyers) decision-makers, highlights the strategic dimension of the search for a balance between human relations and digitization for more synergy and performance. Digitization is indeed at the heart of the strategies of manufacturers and their distributors to better control the demand of the end customer or user, in a triadic relationship. Team support can be facilitated by digital relationship support tools, co-creating a link and value while making the user or end customer more autonomous. In B-S interactions leading to engagement, the goal is to create both the conditions for the best business decision and end customer loyalty. The higher the stakes, the more necessary the non-intermediated physical human B-S relationships.