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How Covid-19 has impacted the B2B sales process… and what to do about it
By Oliver Bailey, co-founder of Absurd
If there is one thing for certain in today’s world, we can’t assume that sales methods (and strategies) which were effective pre-Covid-19 are still working. In fact, many B2B organisations already know they’re not.
O
ur Covid-impacted world has heightened the importance
of knowing more about customers and prospects who are now working very differently. And many companies have been forced to look deeper into the digital channels and communication techniques that they didn’t prioritise or perhaps use previously.
A recent project undertaken by Manchester-based digital agency Absurd looked to understand why some B2B sales teams are getting less engagement with their customers. While the research focused on a specific industry sector, the team identified five key findings that apply to many more B2B sectors than those we were exploring.
Oliver Bailey, co-founder of Absurd, explains: “While some of our insights may seem obvious, they are nonetheless somewhat business-critical for helping to boost B2B customer interaction via digital services.
1. Adapt to the ‘new’ 9 to 5 Many people’s working day has become much more f luid with the onset of home working and restricted
40
office operations. The daily commute which for many was a time to catch up on emails or check social media and news bulletins has been replaced by an early or later start to do ‘proper 9 to 5 work’. Predicting when the best time to reach out is less formulaic as it perhaps was before.
This obviously has implications around how your organisations’ sales team needs to operate; but with mobile platforms and tools such as Calendly, technology gives us opportunities to ensure that any time used outside of the 9-5 is of value.
2. Be flexible with your IT You might prefer Zoom, but your client’s IT department may stipulate Webex. Some customers might not be able to access Dropbox and others might not be allowed to access Google Docs.
As more online meeting options become available to facilitate remote working, and face-to-face meetings reduce, this is actually heightening the complexity of how we arrange essential virtual interactions.
This is important because if you’ve only got a short meeting, not having the right
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