3 ways to get B2B sales back on track post the COVID-19

The end of 2020 is here and the rippling effect of COVID-19 is continuing to impact the economy. It has not only been tragic for human lives but also catastrophic for different business communities.

Although the implications of the pandemic are adverse on the B2B operations, the recovery efforts are positively going to transform the fundamentals of the way sales happen.

The ongoing pandemic scenario has changed the dynamics of customer behaviour. Earlier, sales leaders formulated strategies based on face to face interactions.

However, during the COVID-19, B2B selling had to adopt practices based on the prevalent market situation, considering the new customer habits. The extreme change in customer behaviour has given rise to digital trends that were not in acceleration before the COVID-19 phenomenon hit the world.

To react strategically, sales leaders are understanding the new customer behaviour and their purchase journey to sell effectively in the post-pandemic era.

 To be highly successful in B2B selling post the pandemic, it is important to know how sales leaders can quickly navigate the repercussions of the crisis. The companies need to plan thoroughly for the recovery and turn the crisis into the opportunities that exterminate the barriers of selling in the new normal.

 Adapting to a virtual sales model

With the pandemic induced lockdown and movement restrictions, customers moved their buying preferences to online shopping. The huge safety concern is one of the most crucial factors contributing to digital sales, making the companies adopt virtual selling models.

Unlike the traditional sales method, virtual selling models increase customer engagement, make it easier to receive information, place the order, and arrange quick delivery for enhanced customer experience.  The convenience that this selling model offers to the customers has changed the mind of the sales leaders to operate on the traditional methods.

 The virtual sales models have been embraced by sales leadership for many reasons. Apart from convenience, digital selling methods are speedy and cost-effective in comparison to face-to-face selling. Thus, from being forced to adopting digital selling, the companies are convinced and ready to go ahead with conviction to serve the customers digitally after the pandemic subdues

Remote selling

Before the pandemic, sales were considered impossible without making connections and travel. Now it has been seven months since we are witnessing almost negligible face-to-face interaction with customers.

Right after the announcement of COVID-19 lockdown and travel restrictions, the companies moved to video-conferencing, phone, and web selling models. While companies were sceptical about remote interactions, this trend has become imperatively unavoidable.

The majority of the companies are viewing this as an opportunity to save huge costs and boost operational efficiencies. It speeds up the sale cycle with minimum time being wasted on travelling and spending resources on professional meetings.

Additionally, this has also come as a way to redefine the role of the sales leaders to build trust with business prospects, motivate the team to be productive while working remotely, and be more tech-savvy to be proactive in customer outreach.

Revisit cold sales data

The visual depiction of sales holds great significance in successful B2B selling. It begins with revisiting cold sales data and identifying potential customers for the business. Usually, the sales are based on long-term cycles from making the first call to giving it final closure.

Since the pandemic has brought several changes in the B2B selling landscape, the cold calling data needs to be revisited with proposals for a better customer experience.

Furthermore, the companies have used the ample time during the lockdown to be more active in the market and that has created a competitive environment from a selling perspective. Thus, it serves as an essential way to stay in touch with the prospects, share insights, and relevant information, and keeping the conversation alive. This way B2B sales can recover to help business grow post the COVID-19 pandemic.

Undoubtedly, the year 2020 has been challenging for B2B selling, but it has also created opportunities to adopt new practices and finding ways to transform their sales model. The companies are leveraging mainly on digital trends to become proactively aware of the behavioural changes of customers.

Based on the availability of online data, they can get a clear view of what customers want and take adequate steps to meet their needs.

• RS Maan, Global CRO, Codleo Consulting