How can B2B companies adapt to the new way of selling post covid?This is the question we all ask ourselves after the changes that have occurred due to the covid.I recently echoed a study by Mckinsey in which the data showed that B2B sales have been digitized due to COVID and that it seems that these changes are going to continue.In this article I would like to focus on some of the most important data and offer you a guide to adapt to the new context of B2B sales.The preference for Australia Business Email List B2B sales has doubled. In Spain and the United Kingdom it was multiplied by three .Customers want self-service tools:Online chat is the preferred channel to contact suppliers.The preference for ordering from mobile applications increases by 30% .+ 250% on orders via mobile applicationFor this reason, companies that offer a good digital experience are twice as likely to be hired.What has motivated the change to digital B2B sales has been that teams worked remotely (96%) and purchase decision-makers have realized that they prefer the digital channel (65%) because they obtain equal or better results than before of the pandemic (the countries where this change occurs the most are: China, India, Spain and the UK).Main changes in B2B sales after COVILooking at the data that I just gave you (you can go deeper into the study here ), there are two big conclusions that are quite clear:B2B sales have gone digitalThis was a change that was coming. Professional sales while seeking how to shorten sales and associated costs caused by successive meetings and travel. As there was no other way to do it during confinement, this change was the only option. Everything had to be done remotely.It was something that caused some rejection, but being forced to do it and realizing that it works the same or better both sides of the negotiation are delighted with the change.I am not a supporter, nor do I think it is optimal for 100% of the process to be digital in all sectors. I don’t think extremes are good for anything.
Not everything in person, not everything digital.As always the key is to apply common sense and use each channel to do what it does best. The higher up the funnel the more digital, and the closer to the close of the sale, the more in person. And once the sale is made, we can go digital again.Companies that offer a good digital experience are more likely to be hiredNot any more, DOUBLE the chances of being hired. What does this mean? That companies have to accelerate their digital transformation processes (and more so in Spain where this trend is especially strong).It is no longer enough to have a good business card (a website that shows the products well and has a contact form), now digital channels have to support the entire sales cycle (inform, delve into the product or service, answer questions, get a meeting with an expert, etc. etc.).So companies have to make much more complete websites and reinforce them (when necessary with a mobile application), which allow all this to take place. This implies new functionalities for many companies (chat and video chat), more explanatory content (multimedia), online demos, etc. etc.Pillars of B2B post covid digital sales1. Omnichannel B2BIn the B2C world, we have been talking for many years about multichannel (ability to serve customers from various channels) and omnichannel (ability to serve our customers unequivocally regardless of the channel in question).But due to the lag in the evolution of digital in B2B, it is something we are starting to talk about now and we treat it as a standard that we have inherited from B2C.If our clients have tried digital selling during lockdown and want it to stay that way, what do you think they expect to happen in their new business interactions from now on? What are they going to demand of us? Well, that we are able to transfer our traditional activity to the digital channel. So easy to say, and not so easy to accomplish.This additional channel also implies that the processes are fast, transparent and that, as I said before, they are capable of showing the company’s expertise .2. Convert our website into a commercial platformThe first consequence is that our website has to become the support for most of the phases of the purchase process, both in terms of functionality and content.This implies changing its role from an informational website to a commercial website. Until now the role of the web in B2B was at the top of the buying process (knowledge and the initial part of consideration), and now its responsibility reaches the final part of the consideration stage. It may seem like a small step, but in B2B it is a huge distance.
To cover this stage we have to:Provide the websites with explanatory content (in the extension and formats that are necessary), and above all, add commercial functionalities that allow Australia Business Email List interaction with the commercial team (live chats or video chats, the possibility of setting appointments, online demos , budget calculators, etc. etc.).Study this phase of the purchase process to solve the purchase brakes that we find in this phase: delivery times of the product or service, difficulties in finding and understanding the technical specifications and of course, solving the technical difficulties that may be encountered .3. Define a marketing strategy that supports the business proces Obviously the changes start on the web, but they don’t end there. This support in the purchase process must also be reflected in the rest of digital channels in the form of campaigns, content, customer service via social networks, etc.The objective is to offer the right content, at the right time, so that our future commercial leads can advance in the purchase process and hire our services.Among the changes that we must make in our marketing strategy, the most important is found in the definition of the new customer journey . When changing the contact points, we must adapt the message to the new channels.4. Facilitate the digitization of the sales teamAll these changes imply that our commercial team is prepared to meet the demands that come to it. For this we need to train them and equip them with the tools that allow them to do so.We don’t need anything complicated and spectacular, we need simple processes that work. From here we will continue to grow and evolve technically.To accompany this process, it is highly recommended to create a team of digital experts to whom they can turn both for training, as well as for subsequent doubts or problems that may arise.