In a new technological reality 4.0 , digital tools have appeared that can completely transform commercial interactions. In B2C , the success of online sales is undeniable. With this, the management of customer data has taken on fundamental importance: the content they consume on networks, their online searches, their purchasing patterns, etc.
But how has this transformation been in B2B , where human contact, the visit of the salesperson to the client, has always been of primary importance?
Transformations in B2B sales
Does traditional selling work? This is the question posed by Pere Tura , CEO of CatalogPlayer, last October at Social Selling Day 2022.
To answer this question, in his presentation “Sales india whatsapp data Enablement: how to increase your customers’ engagement” , he reviewed some of the realities that B2B businesses face today, and which must be taken into account if we want to improve sales.
The new reality of B2B sales presents a hybrid buyer , who comes into contact with the brand through many different channels beyond the in-person sales visit and who wants more independence to carry out some parts of the purchasing process on their own. With this, digital content and information management become priority issues in business-to-business interactions.
However, most B2B businesses do not have a strategy adapted to this reality.
This is how Pere Tura explained it, reviewing some very illustrative statistics:
Does traditional sales work?
As we can see, one of the problems that these companies face is the lack of use of the content that Marketing creates, reaching a level of 70%, according to McKinsey .
To solve this, alignment between marketing and sales is key. This should be a priority for all companies, as the marketing department plays an essential role in attracting new customers, especially today, when content has become a decisive factor for B2B sales.
Not only can new customers come into contact with the company through the content they receive or consume online, but also the quality of this content during the sales visit is crucial to distinguishing ourselves from the competition and ensuring engagement .
Disconnection between Marketing and Sales
New digital tools for this new reality
The solution to these issues is provided by digital tools. For the company, it would be interesting to invest in an integrated Sales Enablement solution.
An integrated platform, accessible to different departments, allows for a fluid exchange of information between the sales and marketing teams, which can also be reviewed by senior management for business decision-making.
At the same time, it is interesting to acquire an integrated digital tool that allows the sales team to manage all stages of the sales cycle from a single channel. In this way, real-time information can be collected on what happens during the sales visit , a moment in the process that has traditionally been managed with a lot of ignorance. At the same time, channel unification facilitates adaptation to hybrid sales processes without losing information along the way.
As Pere Tura explained in his presentation, this control of all stages of the commercial process , without losing continuity, is the key to increasing customer engagement and ensuring more sales .