SALES OPERATIONS sellers do business.
McKinsey & Company has been surveying decision makers globally across industries since the crisis be- gan, and the resulting data indicates that the big digital shift is here to stay.
SELF-SERVE AND REMOTE NOW PREFERRED OVER FACE-TO-FACE More than three-quarters of buyers have said they prefer digital self-serve and remote human engagement over face-to-face interactions. What’s new is that, after some initial concerns, B2B sellers are expressing the same preference – a sentiment that has steadily intensified since April of 2020. Safety is one reason, of course. But self-serve and remote interactions also have made it easier for buyers to get information, place orders, and arrange service. And custom- ers have enjoyed that speed and convenience. Only about 20% of B2B buyers say they hope to return to in-person sales – even in sectors where field sales models have tradi- tionally dominated, such as pharma and medical products.
Digital Selling Is Here To Stay (and Customers Approve)
JENNIFER STANLEY
During the COVID-19 pandemic, senior sales leaders grasped the need to take steps to protect their salespeople, customers, supply chains, and financial results.
Even before the pandemic, B2B sales already was going digital in response to customer demands. Then, as the crisis unfortunately continued, what
had started as a response to an ur- gent need to work remotely became the next normal – resulting in major implications for how B2B buyers and
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The most notable sign that digital sales have come of age is the comfort B2B buyers feel in terms of intent of making large purchases online – whether for new products or reorders. The prevailing wisdom used to be that e-commerce was mainly for smaller- ticket items and fast-moving parts. Not so anymore. Notably, 70% of B2B decision makers say they are open to making new purchases in excess of $50,000 in a fully self-serve or remote fashion, and 27% would spend more than $500,000.
In addition to spend intent, the experience of B2B decision mak- ers globally has also shifted. Survey respondents report that online and remote sales are as effective as (or even more effective than) in-person engagement. It’s not just selling to warm leads, either. Sellers believe digital prospecting is as effective as using in-person meetings to connect with potential customers.
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