Genuine small talk, rapport, and negotiation outcomes in B2B relationship

Abstract

Purpose

Small talk is often regarded as important in business interactions, yet the effect of genuine engagement on B2B communication remains underexplored. Hence, the purpose of this study is to explore the concept of genuine small talk, contextualize its key dimensions and examine how it contributes to building rapport and mediates negotiation outcomes in B2B relationships.

Design/methodology/approach

This study uses a qualitative abductive research approach for this exploratory investigation as it allows for an in-depth examination of the complex relational dynamics inherent in B2B communication. Data were collected through semistructured interviews with 35 industry professionals from diverse sectors, ensuring a diverse understanding of the phenomenon across different B2B contexts.

Findings

The study identifies eight core dimensions of genuine small talk in B2B interactions: empathy, curiosity, adaptability, active listening, a nonjudgmental disposition, respect for boundaries, positivity and humility. These dimensions collectively contribute to the development of rapport. The findings also highlight that rapport, fostered through genuine small talk, plays a mediating role in achieving favorable negotiation outcomes.

Originality/value

This study adds to the B2B marketing literature by advancing the understanding of genuine small talk and its strategic importance in building rapport and improving negotiation outcomes.

Citation

Saragih, H.S. (2025), "Genuine small talk, rapport, and negotiation outcomes in B2B relationship", Journal of Business & Industrial Marketing, Vol. 40 No. 1, pp. 84-100. https://doi.org/10.1108/JBIM-03-2024-0182