1. Fast-Tracked Migration to Digital<\/strong><\/h2>\n\n\n\nAlready moving toward increased use of digital touchpoints before the pandemic, B2B companies are now taking the trend into overdrive. Coming into 2020, the number of channels\/touchpoints B2B buyers use had increased 30 percent, from an average of 5.4 in 2016 to 7.2 in 2019, across both digital and traditional sales interactions (per the McKinsey & Company Omnichannel Sales Insights Surveys<\/em>, 2016 and 2019). But, since the onset of COVID-19, survey respondents noted the importance of digital sales has doubled over traditional sales interactions.<\/p>\n\n\n\nNo longer a \u201cnice-to-have\u201d feature, digital is now an essential means of doing business. Companies that provide their customers with outstanding digital experiences are twice as likely to be chosen as primary suppliers (compared to suppliers providing poor experiences). Further, digital self-service tools are increasingly attractive to B2B customers \u2013 with live chat the highest rated channel for researching suppliers, and mobile app ordering up by 250 percent over pre-COVID 19 levels.<\/p>\n\n\n\n
2. Shift to Remote Selling<\/strong><\/h2>\n\n\n\nWith so many sales professionals working from home, remote sales has quickly become the standard way of doing business. McKinsey\u2019s survey found that 96 percent of U.S. B2B companies have shifted their go-to-market model, including more remote selling, in the wake of COVID-19 \u2013 with 65 percent of respondents believing their new sales model is at least as effective as before the pandemic. Survey respondents also suggest these new models may be here to stay, with 79 percent of U.S. respondents saying their business is either very or somewhat likely to sustain the new sales model 12+ months after COVID-19. <\/p>\n\n\n\n
It is these signals that lead us to believe B2B sales are at a digital inflection point. The pandemic has accelerated previous trends \u2013 omnichannel selling, inside sales, tech-enabled selling, and e-commerce \u2013 and amplified the need to connect with customers remotely while still delivering exceptional experiences.<\/p>\n\n\n\n
Next Steps for Your Business<\/strong><\/h2>\n\n\n\nTo prepare for the new normal, sales leaders need a clear view of the types of interactions their customers want and what steps their company can take to address these needs. It\u2019s clear that digital and remote will play key roles as traditional face-to-face interactions have given way to sales and service support by videoconference, Webinar, phone, human chatbot, and other means. However, even in this remote and digital world, there is still a crucial role for the human touch, as customers prioritize expertise-driven interactions and personalized messaging. The importance of making meaningful connections is something sales leaders should not forget as they move forward into a new reality.<\/p>\n\n\n\n
No longer a \u201cnice-to-have\u201d feature, digital is now an essential means of doing business. Companies that provide their customers with outstanding digital experiences are twice as likely to be chosen as primary suppliers (compared to suppliers providing poor experiences). Further, digital self-service tools are increasingly attractive to B2B customers \u2013 with live chat the highest rated channel for researching suppliers, and mobile app ordering up by 250 percent over pre-COVID 19 levels.<\/p>\n\n\n\n
2. Shift to Remote Selling<\/strong><\/h2>\n\n\n\nWith so many sales professionals working from home, remote sales has quickly become the standard way of doing business. McKinsey\u2019s survey found that 96 percent of U.S. B2B companies have shifted their go-to-market model, including more remote selling, in the wake of COVID-19 \u2013 with 65 percent of respondents believing their new sales model is at least as effective as before the pandemic. Survey respondents also suggest these new models may be here to stay, with 79 percent of U.S. respondents saying their business is either very or somewhat likely to sustain the new sales model 12+ months after COVID-19. <\/p>\n\n\n\n
It is these signals that lead us to believe B2B sales are at a digital inflection point. The pandemic has accelerated previous trends \u2013 omnichannel selling, inside sales, tech-enabled selling, and e-commerce \u2013 and amplified the need to connect with customers remotely while still delivering exceptional experiences.<\/p>\n\n\n\n
Next Steps for Your Business<\/strong><\/h2>\n\n\n\nTo prepare for the new normal, sales leaders need a clear view of the types of interactions their customers want and what steps their company can take to address these needs. It\u2019s clear that digital and remote will play key roles as traditional face-to-face interactions have given way to sales and service support by videoconference, Webinar, phone, human chatbot, and other means. However, even in this remote and digital world, there is still a crucial role for the human touch, as customers prioritize expertise-driven interactions and personalized messaging. The importance of making meaningful connections is something sales leaders should not forget as they move forward into a new reality.<\/p>\n\n\n\n
To prepare for the new normal, sales leaders need a clear view of the types of interactions their customers want and what steps their company can take to address these needs. It\u2019s clear that digital and remote will play key roles as traditional face-to-face interactions have given way to sales and service support by videoconference, Webinar, phone, human chatbot, and other means. However, even in this remote and digital world, there is still a crucial role for the human touch, as customers prioritize expertise-driven interactions and personalized messaging. The importance of making meaningful connections is something sales leaders should not forget as they move forward into a new reality.<\/p>\n\n\n\n
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