To thrive in the next normal, B2B companies will need to continue adapting to the new economic reality. A survey of B2B sales operations by McKinsey & Company shows the pandemic has accelerated previous trends — omnichannel selling, inside sales, tech-enabled selling and e-commerce. Nearly eight in 10 (79%) B2B companies say they are very likely or somewhat likely to sustain these shifts for 12+ months post-COVID.
McKinsey & Company offers these steps for B2B sellers to pivot effectively.
- Focus on delivering the three things buyers value most – speed, transparency and expertise – from all of your sales channels.
- Optimize your e-commerce channel to give buyers ease and convenience, and make sure all your sales channels are integrated and incented to collaborate with each other.
- Create a pod of digital-enablement experts to help reps migrate face-to-face sellers to digital channels and help sellers use new tools.
- Fix top buyer frustrations with B2B company websites: long ordering process, difficulty finding products, and technical glitches when ordering.
- Re-map your customer decision journey to capture changes in the new normal, and use these insights to inform GTM model adjustments.
- Offer the human touch whenever customers need it with your sales team – whether through inside sales or field sales.
Read the full report, “How B2B decision makers are responding to the coronavirus crisis.”
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