Role of Visual Communications in Negotiations on Russian B2B Market

This study was carried out with the aim of developing recommendations for conducting presentations as a method of visual communication in negotiations in the Russian B2B market. The tasks of the study included: developing a theoretical basis for the study, conducting an empirical study of the role of visual communications in negotiations in the B2B market of Russia, interpreting the data obtained in theoretical and empirical research and developing business recommendations on the use of visual communications in negotiations in the B2B market of Russia. The theoretical basis of this research is Russian and foreign articles and literature covering the process of B2B negotiations, sales, visual communication and visual materials such as presentation. The empirical base was composed of 21 respondents from a qualitative study (in-depth interviews) and 93 respondents from a quantitative study (online survey). Within the framework of this study, a quantitative empirical study made it possible to identify a set of factors that play a role in B2B negotiations in Russia, and other tasks of the project were solved using data aggregation and synthesis. The research scope covers the Russian B2B market and decision makers. This project has produced results that provide practical value. First, it created a theoretical framework for B2B sales, negotiation and visual communication. In addition, it identified a set of factors that play a role in B2B negotiations in Russia: it was found that the role of visual communications in making a purchase decision in the B2B market is manifested mainly in the effective transfer of information to the client. In conclusion, business recommendations are given for creating and conducting presentations for the players of the B2B market in Russia. This study has room for further development. First, it is possible to continue the topic of this project by conducting a similar study with a larger sample to obtain more representative conclusions. Secondly, you can delve deeper into each identified indicator for a more detailed study. Third, it is possible to supplement the recommendations of this study by identifying the role of the presentation text in negotiations in this market.