A McKinsey study revealed a seismic shift in B2B sales. Within a month of the pandemic, a whopping 90% of companies adopted virtual sales models. But this wasn't a temporary fix – it's the new normal. 90% of B2B leaders agree this digital approach is here to stay, and a significant majority (70%) view it as equally effective as pre-pandemic methods.
The "pandemic way" of selling has transformed into the standard – omnichannel. B2B buyers are demanding a cross-channel mix, wanting the flexibility of in-person, remote, and self-service options. McKinsey highlights this preference, with 83% of B2B leaders recognizing omnichannel selling's success in securing new business.
While in-person interactions may resume in 2022, the expectation has dramatically changed. Only 15% of B2B companies anticipate in-person meetings remaining the norm. This underlines the importance of a robust omnichannel strategy to cater to the evolved needs of B2B buyers.
The rapid rise of B2B omnichannel selling presents some challenges. Sales reps accustomed to in-field interactions may struggle with the intimacy of remote selling. The solution lies in providing a user-friendly and effective omnichannel experience, including virtual demos that bridge the gap. Another hurdle is simply adapting to the juggling act of managing in-person, remote, and digital self-serve interactions.
The key to success in a B2B omnichannel approach is mastering the digital experience while nurturing the human connection. Here are some success factors highlighted in the McKinsey article:
By addressing these challenges and focusing on success factors, businesses can unlock the full potential of B2B omnichannel selling.
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