Omnichannel: The new sale trend in B2B
The global pandemic COVID-19 has changed the mode of interaction between buyers and sellers. With COVID-19 at its peak customer behaviors have started to shift towards e-commerce and video conferences with sales reps. The pandemic gave a push to an already trending mode of interaction between the customers and businesses making it a permanent change that now looks like it is here to stay.
Omnichannel is seen as a more sought-after sales model than the one used in pre-covid times. The B2B leaders are now getting used to this novel change in the consumer mindset and pattern of purchasing. The reason customers engage in wide channels is that the suppliers can provide this demand. E-commerce is leading as a sales channel with videoconference and online chats rising during 2021.
The customer changes the channel of purchase on the dependency of stage and type or their purchase. Some purchases are still done in-person if the transaction is high in value and complex while, the ones lower in value or less complex self-serve is an attractive channel for use.
Due to the pandemic, a major share of consumers shifted to other brands or retailers. The change in consumer mindset happens when there are needs to be met where the consumers strictly want to fulfill their needs else, they shift. A customer buys from a supplier only if they have met in person and shared a rapport with them. The digital spending of consumers has grown, and they are willing to spend
The increase in demand in the market, rapid sales, availability of data, and the driven need to personalize content have made the functioning of sales & marketing teams a unit.
The rule of thirds for omnichannel B2B sales is now a new standard:
- Omnichannel sales are effective
- Customers now use more channels
- A shift in channel preference depending on the stage or type of purchase
- Loyalty erosion as expectations is high
- Personal relationships at center irrespective of channels used
- The willingness of the customer to spend big online
- Conflict and hesitation to use channels
- Diversifying sales roles using omnichannel
