Here are 4 trends you should be on the lookout for in the upcoming year.
B2B to learn from B2C
It has been well known that B2B (Business-to-business) and B2C (Business-to-consumer) sales have a huge gap between them. The gap today is growing smaller. B2B businesses have a lot to learn from B2C experience to increase their sales. It does not come as any surprise why top B2B companies from Microsoft to Salesforce and IBM are hiring marketing and sales pros from B2C industries to influence their business-to-business sales.
Begin from business-to-consumer buying experience. Business-to-consumer is based upon an emotional link between the business, as well as its consumers. The choice to purchase your product is based upon trust, which is formed then evolves along the customer journey. It’ll explain the importance of managing what details a B2B customer ought to perceive from design and name to a general customer experience on the company site.
Combine Digital and Human Interactions
Around 76 percent of B2B buyers think it’s helpful to talk with somebody in person or on the telephone when they need to buy a completely new service or product, according to Finances Online and McKinesey. Unsurprisingly, 52 percent of buyers need to talk to somebody when they’re in the process of purchasing a previously bought offering yet with an entirely different set of specifications. Only 15 percent need to speak in person when they wish to purchase the same product or service. Finally, only 4 percent of buyers like to always communicate digitally.
One common mistake includes counting social media and email interactions as personal while they’re instead categorized as digital. The best method of introducing human interactions at scale includes having an option for video chat to your site or offer consultations over Zoom in order to bring professionals closer to consumers whenever they’re needed.
Make Use of Self-Service Knowledge Portals
Not all of your B2B buyers are going to want to engage in person. About 73 percent of customers need to research then resolve problems on their own. A lot of people find phone-call and in-person interactions to be a waste of time and annoying. An organized self-service knowledge portal may be the best alternative. Think of posting how-to videos, manuals, FAQ, and Q&As.
Something which has revolutionized selling includes using social media. Social selling is a fresh approach to selling which creates relationships with narrow-targeted prospective customers via connections through social networks. Social selling technique examples include interacting directly with prospective customers through LinkedIn and other channels, personal branding, posting content that is relevant to them, as well as social listening through monitoring of news, posts, or any additional public details about your target market. At its core, social selling has the goal of cultivating one-on-one relationships, which personalizes all interactions and makes customer experience individual and unique.
For more sales trends read my article here on LinkedIn.