Embracing Evolution in B2B Sales Through Hybrid Selling
A recent McKinsey report revealed that hybrid selling is poised to become the most preferred B2B sales strategy by 2024. This development can be attributed to changing customer preferences and the priority given to remote-first engagements.
With buyers using more channels to browse and buy products/services, B2B sellers are keen on embracing more channels as well. And this is where Hybrid Selling steps in. This article will cover the basics of hybrid selling, providing you with insights to drive B2B sales in the right direction.
So what is hybrid sales?
The past two years have transformed the manner in which organizations approach potential and existing customers. And this has encouraged customers to seek a change in the manner they are approached. The B2B sales model has been revolutionized at its core, and the traditional strategy has morphed into a more virtual/remote form of engagement.
A hybrid sales model provides a seamless and superior experience to customers with in-person and digital outreach for B2B sales. Detailed information about the services and the product is provided to customers. Omni-channel outreach is a key highlight of the hybrid sales model and this takes care of the customer’s preference for digital interactions.
A dedicated sales team is deployed for the “follow-up” with potential customers through channels such as email, chat and in-person meetings.
How can you embrace a hybrid sales model?
To meet rising customer demands, a lot of organizations have opted for a flexible model that features hybrid reps. These reps are traditional sales reps who perform their tasks via email, phone, and Web-conferencing, with the capability to schedule a face-to-face meeting as needed. You should consider the following in your journey towards becoming hybrid selling experts:
1. Make use of the latest technology
Prior to the pandemic, a lot of businesses didn’t give importance to the quality of tech solutions used to attract and charm customers during stages in the sales funnel. However, the past two years have introduced limitless, efficient tech tools that can be adapted to boost your sales team.
How good are the tech tools currently used by your organization? Before opting for new tech solutions, check whether it’s necessary to optimize your existing technology. While embracing new tech at your organization, it’s important to first focus on critical pain points that affect your core sales processes. Then look at opportunities to boost remote customer interactions.
2. Invest in the customer buying experience
Ask yourself this question – Is your organization difficult to do business in comparison to competition? If yes, then this could impact deals with potential customers and even scare current customers away.
As highlighted above, today’s customers are more demanding than ever before. They expect more convenience and more channels along with a personalized buying experience. If they don’t have access to what they are looking for, they will quickly take their money elsewhere.
Customers are willing to switch vendors to gain access to top-notch experiences. Leaders and sales managers should ensure that sales reps are engaging customers through the channels they desire to drive customer loyalty and satisfaction.
Trace every step in your current customer buying experience and ensure it is more digital-friendly and that your reps are omnipresent, helping customers via email, call, mobile app, social media, chat, in-person mediums, and web conferencing. Investing in customer experience management is a decision you won’t regret for a long time.
3. Understand your customer better
Your sales team must be trained to use information from the online presence and social media profiles of prospective customers. This helps to understand their pain points so that the right sales pitch can be prepared. For this, you could use a CRM tool that captures customer interactions across emails, social media and other channels.
Your team will notice that there is a common thread in these interactions and this can be used to enhance your sales pitches.
4. Leverage the power of data analytics
Having access to important data and AI will help your team adapt to the increased information and touchpoints required to offer a memorable pitch on digital channels. Tools such as Salesforce and Google Analytics will help your team better understand the customer’s position in the sales funnel and how to close deals.
5. Nurture business relationships for the long-term
Create a process to ensure that the closing of a deal is the first step to build a long-term and worthwhile customer relationship. Digital tools provide the data and means to connect with your target audience, but the way you engage with them after it will ensure how engaged the customer becomes, increasing their lifetime value for your business.
All this may appear complicated for businesses wary about taking the first steps into the world of hybrid selling. And this is where providers offering outsourcing services such as KServe steps in. We will help you better understand existing customer journeys and develop digital paths that provide customers with a new perspective of your business.
Count on us for business transformation outsourcing and lead qualification services that help you embrace a hybrid selling approach that drives your business to new heights.
Reference
https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-future-of-b2b-sales-is-hybrid
