Spending hours on the road, having lunch with relations, catching up at a trade fair; it seems like a while ago. Due to extensive digitalization, potential and existing customers are increasingly conducting their own research during their orientation phase. And so the average B2B lead only reaches you when more than 80% of the buyer journey has already been completed. Previously you were there as an account manager purely for sales and closing deals, but nowadays your role is increasingly that of a helper.
'The average B2B lead only reaches you when more than 80% of the buyer journey has already been completed'
Personal relationship in the Top 3 trends
That helping role is certainly no less enjoyable; it just requires different skills. Because once you are in conversation with your prospect, it is more about the content, and you can demonstrate that you truly know everything about a product or solution. That makes you much more relevant to your lead. And whether that conversation is via video call or face-to-face over a cup of coffee, it remains personal! Our recent benchmark study, Sales of the Future , in which over one hundred B2B companies participated, also shows that this personal relationship remains just as important. According to 69% of the participants, the importance of the personal relationship and the growing focus on personalization in B2B have the greatest impact on sales strategy. This is followed by the aforementioned shift of the buying process online (63%) and the fact that prospects are increasingly better informed due to improved access to information (50%).
Opportunities of personalization
What I like about change is that it also offers new opportunities and possibilities. Especially in the field of personalization. As a modern seller, you must make full use of your opportunities during that important orientation phase and therefore be regularly present in the online search. This can be done, for example, by networking via LinkedIn and sharing relevant knowledge there. After all, B2B buyers often look at online references, read reviews and are looking for inspiration and valuable information. That's where your transformation from salesperson to trusted expert with a clear vision comes into play. Because as a credible advisor you first ensure trust and loyalty and then a (repeat) purchase or referral. And whether you do this with a personal email or a targeted chat via LinkedIn; that does not matter. As long as you sincerely show that you understand your prospect or customer's challenges and can help them. I think it's a great starting point for a long, warm relationship!
Download our trend report
Curious how your sales team can best prepare for the future and which skills and technologies a modern team needs? Then download our trend report, Sales of the Future . You will also immediately learn from a select group of frontrunners who have already embraced the trends and developments of modern sales and are reaping the rewards.
