When your own inbox is overflowing with unread messages, it may not seem like the best tactic, but with the right approach, email can be a powerful negotiation tool, not least in the B2B realm. According to 2019 research by IACCM, a global contract management association, about 75 percent of contract negotiations are completely virtual. 

Nowadays, many B2B sales negotiations involve an open-bid process with a standardized communication where relationship bonds are less important. In that context, emails offer a number of advantages. For instance, they can be instantly accessed, often by many parties in an organization, thus creating transparency. Emails also allow a rich diversity of materials to be used as attachments.

Negotiations via email can be particularly suitable when gender, age, or racial biases—or linguistic issues such as a strong accent—could mar the process. It can also help when there is a power distance between parties, or when some voices risk being unheard.

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