The challenges of digital channels, increasingly important for B2B relationships.
In the coming years, the number of B2B digital interactions is expected to grow, driven by advances in technology, changes in customer preferences and new business models. These changes will have a significant impact on current sales processes.
Research on the future of sales presented by Gartner points to 3 trends that managers and sales professionals cannot ignore:
1 – B2B customers radically disconnect the perceived value of salespeople. Research shows that customers perceive little value, beyond their own learning, in repeat sales made by salespeople or sales reps. Generational preferences have a direct impact, as Millennials, the first digital natives, are now decision makers and more skeptical of salespeople than previous generations.
2 – Customers reward good virtual shopping experiences. B2B companies fall short in the virtual shopping and learning experiences of B2C platforms. As B2B buyers improve their shopping bulgaria whatsapp data experiences, comparisons with these platforms are inevitable.
3 – Increased digital purchasing generates more data. Increased digital relationships generate greater collection, storage and detailing of data that provide important information about customer behavior and product usage and purchase patterns. However, few companies are prepared to use this data to increase sales through artificial intelligence and machine learning technologies.
These trends pose significant challenges for companies to effectively explore the digital channel, since in addition to the technology itself, which poses technical and cultural barriers, companies need to adapt to this new scenario, but without ceasing to operate in the traditional channels that still support their operations. Bringing the ease of purchasing from B2C platforms to B2B is also a major challenge to be overcome, since it will require understanding the customer's purchasing journey in order to mitigate frictions that may hinder the purchasing experience. Finally, a major challenge is the use of data to improve sales management and productivity, which can provide companies with more information about their customers and their purchasing journey, allowing them to anticipate needs, offer customized solutions, and co-create value through new commercial experiences.
Innovating in sales is one of the ways for companies to prosper in this new normal.