The future of digital sales

Digital sales is the future. Digitalsales is a strategy for gaining the trust of potential buyers through digital sales channels by offering a personalized online experience. This involves using innovative synchronous and asynchronous sales techniques and tools in parallel to deliver an online sales experience.

The activities within the sales process that are best suited for digital sales are diverse. We believe that, in particular, lead generation, lead qualification, and sales presentations can be conducted effectively online for the most part.

The Difference Between Social Selling and Digital Selling

Social Selling is primarily intended to build trust with the “person” through social media channels, and only much later with the buyer. Unique insights and triggers help salespeople engage in conversation in a personalized way, with the ultimate goal of getting to the table faster through referrals —in addition, there is also a broad definition of social selling that focuses primarily on the behavior of salespeople and is separate from social media.

Digital sales goes beyond social selling, because the goal is to actually make sales online. The aim here is to use digital assets throughout the entire sales process and across multiple channels. The two terms are often used interchangeably for the simple reason that a relationship of trust must first be established before the buyer is willing to purchase from you.

“De COVID-19-uitbraak is een reminder dat sales teams unieke uitdagingen kunnen verwachten als er grootschalige verstoringen plaatsvinden” Steve Herz, Senior Director Analist, Gartner

A lot has changed for B2B salespeople over the past two years. And that’s an understatement. At an unprecedented pace, the COVID-19 pandemic has turned the B2B sales landscape upside down around the world. For many companies, this has unfortunately led to a sense of helplessness, but with the right foundation, it also presents an opportunity to do things differently.

What is certain is that digital sales are essential for survival in the short term and for growth in the long term. Traditional sales methods seem to be giving way to innovative approaches. And the key question is this:

How exactly is the COVID-19 crisis shaping the future of sales as we know it today?

We have identified three key trends that will impact sales professionals.

Trend #1: B2B buyers are getting used to digital sales and no longer want to go back to the “old model”

The vast majority of B2B companies have shifted their go-to-market (GTM) strategy to digital sales. The perception that this would be a temporary change has now given way to the realization that this is the new reality.

Some findings from a major McKinsey study

• Two-thirds of B2B decision-makers consider a remote model to be at least as effective as face-to-face meetings.
• In the same survey, B2B companies also indicate that digital interactions are two to three times more important to their customers than traditional sales interactions.
• The vast majority of B2B buyers see no reason to return to the old way of working together. The remote model has now been proven effective.

The digital sales mindset and skills that can make a difference include the following:

• Self-Motivation: Working from Home Efficiently and Productively
• Visualization: Every minor technical glitch during an online meeting has a negative impact on the quality (see example of a Google Meet session)
• Managing Energy: Energy is more important than time and plays a role in online performance
• Social Media: Boosting Your Online Authority Through Personal Branding on LinkedIn
• Social selling: Don't ask about things they could have found online, and personalize your messages even further
• CRM: Getting the Most Out of Available Data
• Sales Automation: Get more done in less time by introducing persona-targeted email journeys.
• Communication: Writing is a skill that salespeople need to embrace (email, social media, etc.)
• Presentation: The performance of digital presentations needs to improve

Digital Sales: What Is the Impact on Sales Managers?

It is crucial to recognize that the post-COVID-19 era will not have an immediate impact on current work practices. Salespeople must have the right setup and digital sales skills to capture the attention of B2B buyers. Attention spans are shorter online, so salespeople have less time to make the desired impression.

In addition, fewer senses are stimulated than in a face-to-face meeting. Sales managers will need to adapt their sales playbook, just as other companies have done, in order to be successful online as well.

Trend #2: COVID-19 is changing the priorities of B2B buyers.

In virtually all industries, COVID-19 has led to a sharp and sudden drop in demand across many sectors, but at the same time, the IT sector has never been busier helping the government and businesses accelerate their digital transformation.

Around the world, the social distancing guidelines that have been imposed have forced organizations to cut costs and quickly shift their focus to remote work. As a result, sales managers and teams sometimes feel defeated and frustrated.

In some cases, customers’ needs have shifted dramatically as they struggle to devise their own new business models. Customers are reprioritizing, rethinking, and restructuring how they can optimize their online presence to remain competitive and maintain a positive mindset.

B2B buyers take longer to make decisions, especially when it comes to non-essential purchases. Add to this the fact that 70% of B2B buyers consistently state (Source: Buyers Preference Study, Miller Heiman) that they do not view the salesperson as a source of information to help solve their business problems—this has put pressure on salespeople to act as full-fledged discussion partners.

Sales leaders must help their sales teams position themselves as a key source of information for B2B buyers. Now is the time to build trust with B2B buyers. This can be achieved by proposing solutions that are not necessarily offered by the organization for which the sales teams work.

“If you can’t win the deal, at least don’t lose the relationship—which is often worth much more in the long run than that one deal.”

Coaching and training sales professionals in light of the new reality is a top priority. According to the aforementioned study by Miller Heiman, coaching and training are primarily informative, but adoption remains a major obstacle.

“What was true before COVID-19 may not be true now. Salespeople need to get to know their customers all over again.”

Trend #3: B2B sales operations are reluctantly moving toward digital sales.

Although most sales managers acknowledge the need to shift toward using more digital channels, it’s not as simple as just “switching to digital channels.” Salespeople and managers often rely on instinct to execute sales strategies. Many view technical tools as obstacles in their daily work.

The sharp increase in the use of digital sales channels means that companies must not only carefully consider how to facilitate effective digital interactions with customers, but also how to deploy their salespeople most efficiently.

Digital sales, for example, require the same discipline and standardization as face-to-face sales. The fact that it’s done remotely (and often from home) can give the impression that it’s less important.

Digital sales is about finding the optimal solution

When are you free?

Or

When do you have energy?

Online meetings are often more efficient

But not necessarily more effective

There is a big difference between Time and Energy.

Time management is only half the story, because energy levels are greatly influenced by a digital way of working. Managing energy is therefore a top priority.

Because…

Not every minute is equally valuable, so plan carefully. Online Presentation Training for Salespeople Online Presentation Training for Salespeople

Preparing Your Sales Team

As a manager, you need to take the lead on innovation. You’re responsible for helping your sales team stay on top of trends and new technologies so that you know what’s happening in the market as changes occur, and for staying close to your customers as their needs evolve.

All the companies you sell to are navigating the same environment of uncertainty and unpredictability.

The solution you're selling might suddenly be the right one—or it might not be anymore.

Your potential customers may be acquired by other companies.

Your potential customer's supplier may go out of business, creating a need for a new supplier to join the potential customer's organization.

All your sales conversations must be fueled by this energy of dynamism and resilience. For example, salespeople will have to work harder to keep their minds alert.

“Be open to embracing a new digital sales approach and train yourself in this new way of working.”

Reposition your existing product and service offerings to exceed your customers' unmet needs.

Never stop innovating.

Testing and refining your approach is an ongoing process, and the sooner you start, the greater the rewards will be.

For example, we have developed a number of innovative training programs that help salespeople turn their digital presence into better leads and opportunities.