As the buying process becomes more digital, power is shifting increasingly towards the buyer. Online references, reviews, information, and inspiration are becoming increasingly important for B2B prospects during the orientation phase.
This phase therefore proceeds largely without direct involvement from your salespeople. Not that this makes them redundant.
However, it does require very different skills. Meeting targets and closing transactions are no longer at the top of the sales agenda; instead, it is increasingly about the customer journey, engagement, and collaboration.
This calls for salespeople with a vision of the market and an original perspective on developments. But it also calls for digitally savvy salespeople who create extra value for their customers during the sales process and ensure that customer challenges come first.
Sales team and 1) Digital skills are a must for B2B sales
In a few years, about 80% of all B2B sales interactions will take place digitally, Gartner predicts in its latest B2B Buyer Survey. Buyers are increasingly seeking advice from peers (important people around you who influence you) and searching online for content.
To be relevant as a salesperson, you need to ensure that your approach creates value.
For example, by sharing valuable information that the customer can really use. Also take advantage of the opportunities of networking via digital channels such as LinkedIn.
Social selling is indispensable today for building and developing new relationships, just like delving into your prospect's problem.
Capitalize on this by sharing relevant content via blogs and white papers, or invite contacts to an inspiring webinar or video call. This way, you build a warm relationship and ensure engagement.
'What I see changing is that the new generation works much more digitally'
Wouter Overhand is a partner at the full-service staffing agency Vonders based in Bergschenhoek. “Our team consists of 16 consultants who handle recruitment, sales, and relationship management. Our sales are quite traditional; a lot of calling and telemarketing. Digitization and marketing are still quite far removed from us.”
We network a lot via LinkedIn, where we also occasionally share content. What I see changing is that the new generation of buyers works much more digitally. Contact is more often via WhatsApp and LinkedIn email; calling isn't really their thing.
We will need to align our work process more with that. Staffing agencies also appreciate being able to contact you in multiple ways. That is why a pilot is currently underway to configure our CRM system more for this.
In addition, we work more frequently via video calls on Teams. However, we could still use some training in digital sales. After all, it requires different skills – such as giving virtual presentations – than when speaking to clients face-to-face at the office.
2) Be a trusted advisor in the eyes of the customer
While the role of sales was focused on persuasive selling for years, we are increasingly seeing a shift towards that of a trusted advisor or nudger. This means that your role as a salesperson is changing from a negotiator to an advisor with a clear vision and opinion.
Throughout the entire buying cycle, you nurture your prospect in small, often digital, steps.
With a nudge – or a gentle push – you try to encourage people in subtle steps to unconsciously adjust their behavior. In doing so, as a creative connector, you ensure that you are relevant, credible, and trustworthy at the right moment.
3) Show your thought leadership
Knowledge is power! By having your sales team share their knowledge for free on all fronts and via various social channels, you create authority in your field that customers and prospects can actually benefit from.
Of course, that doesn't happen automatically, and it demands quite a lot from the team. It is a long-term strategy that the entire organization must support.
Knowledge can be shared very effectively, for example, via white papers, blogs on LinkedIn, and – very modern – by inviting prospects and customers to webinars, virtual round tables, and digital workshops.
Keep in mind that you don't always have to create the content yourself, but that sharing other people's knowledge can also be very valuable.
As long as you respond to the needs of your prospects.
How far are other B2B sales organizations in the Netherlands with their modern skills?
At Kenneth Smit – the market leader in commercial training for over 30 years – we are just as curious as you are whether your sales are ready for the future. Will you participate in our National Sales of the Future benchmark?
By benchmarking yourself, you know exactly where you stand and which B2B skills could still use some development.
And very valuable: you learn from the frontrunners. From organizations whose sales team is already completely future-proof!
