As customers and their preferences change, B2B sales organizations should adopt a digital-first approach and find new sales enablement methods.
How well B2B companies can approach sales with a digital mindset may just make or break their sustained success in the near future. At least, this seems to be the case if we look at Gartner’s recent Future of Sales 2025 report that made this particularly clear. Especially if we consider their prediction that “80% of B2B sales interactions between suppliers and buyers will occur in digital channels” by the year 2025.
In other words, thinking digital-first and developing a strong function for digital sales will soon be absolutely necessary. Where Gartner´s Managing Vice President Cristina Gomez explains that “sales organizations must be able to sell to customers everywhere the customer expects to engage, interact and transact with suppliers.” This, as a result of a new generation growing into higher, decision-making roles in organizations, and buyers getting more and more used to purchasing digitally.
How to become a digital-first sales organization?
How to move forward, as a digital-first sales organization, is thus a question that deserves both time and effort. Where, according to Gartner, “B2B sales reps need to embrace new tools and channels as well as a new manner of engaging customers, matching their sales activity to their customers’ buying practices and information-collecting needs.” On top of which they provide a few tips for the road ahead – actions that can help you sustain and improve sales results in light of changes in customer expectations and the marketplace at large, and that include:
Utilizing a variation of digital channels and tools
To find and use digital tools to encourage customer engagement – and maybe even in a way that mimics more traditional interactions – will be key. Additionally, sales organizations should use and communicate through a variation of digital channels.
Reconsidering how you enable B2B sales
According to Gartner, “sellers will need entirely new methods of sales enablement” to be able to “align selling activity to customers’ preferred engagement channels and purchasing journey”. Something that was indicated already in their 2019 finding that sales enablement was a at the top of priorities for sales organizations, and that becomes even more important with the current pandemic.
Are you looking for more tips on how to grow and close sales in a digital and remote world? Check out our Remote Sales Hub or contact us to talk to a Remote-Sales Expert.