B2B sales reps need to embrace new tools and channels as well as a new manner of engaging customers, matching their sales activity to their customers’ buying practices and information-collecting needs.
To enhance their virtual selling strategies, CSOs and other sales leaders must consider these actions:
Diversify digital selling tools and channels
Sellers need digital tools that build engagement with customers, and particularly with their customers’ decision makers, in a way that replicates the traditional forms of selling. These digital engagement tools are necessary to overcome the challenges of aligning larger groups of internal stakeholders virtually and asynchronously. Furthermore, sellers have to be able to use multiple, different and simultaneous digital sales channels.
Rethink B2B sales enablement
To learn how to align selling activity to customers’ preferred engagement channels and purchasing journey, sellers will need entirely new methods of sales enablement. Our 2019 survey of B2B sales organisations indicates that sales enablement was the mission-critical priority last year. The pandemic has accelerated this priority as CSOs seek new techniques to reduce the risk of lost sales.
Prioritise the seller experience and coaching
To keep sellers engaged and executing sales, CSOs must find the right balance between the technology deployed and the volume of content that sellers interact with to do their jobs. In addition, CSOs and sales enablement leaders must train sellers both synchronously and asynchronously to better optimise virtual sales enablement practices.
The rise in digital interactions will lead to more interdependence of people, processes and technology that will render traditional sales models less reliable over time — something for which most sales organisations are unprepared. To stay relevant and drive revenue, sales leaders need to build adaptive systems that optimise digital interactions.