How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

•This study focuses on how the buyer–seller relationship orientation affects sales process adaptation.•The findings reveal that the relationship orientations of both the buyer and the seller affect sales process adaptation.•A change in the relationship orientation of either the seller or the buyer can have an impact on sales process adaptation.

Adaptation in sales is common in business relationships. The purpose of this study is to understand how the buyer–seller relationship affects sellers' sales process adaptation to customers' buying processes. The results reveal how the buyer–seller relationship orientation affects sales process adaptation and its effects. The main sources of information in this qualitative inquiry are in-depth, semi-structured interviews with key informants representing a buyer–seller relationship. This study helps to shed light on how the buyer–seller relationship orientation affects sales process adaptation. The findings reveal that both the buyer and the seller have an impact on sales process adaptation. Extant research has recognized adaptation as a central aspect in relationships, while largely neglecting sales process adaptation. Thus, this study focuses on the effects of buyer–seller relationship orientation on sales process adaptation.