Technology: Venom and Antidote for B2B Sales Teams

The pandemic caught us all off guard and the whip-fast switch to remote working immobilised many B2B sales teams. Managers grappled with which collaboration tools to back, and how to extract maximum value. Reps feverishly tried to improve their virtual sales skills and make themselves irreplaceable in a world where physical presence had lost its potency, practically overnight.

Buying groups also suffered short-term paralysis from the swift shift in technology adoption. Lockdown catalysed them to look inwards and spend more time on research, data analysis and ensuring remote alignment. Over the last 18 months, B2B buyers have developed new digital skills and capabilities, and they've grown more powerful.

Sales reps lost their confidence when they were plunged into this new “virtual-first” sales environment, with only one in five saying they’re as effective at selling virtually as they are in-person. Garter research found that 93% of reps have experienced difficulties in the virtual environment that negatively impact their selling capabilities. Given these challenges it’s not surprising that 58% need dedicated coaching sessions from sales managers to remedy the situation. Many sales leaders are looking to technology to support the day-to-day management of their teams.

Buyers adopted new technologies fast, and now sellers must do the same.

The new B2B buying journey is digital-first, self-service and automated - and salespeople have been struggling to adapt. A direct consequence of these changes is that 43% of B2B buyers now say they would prefer a “rep-free” buying experience, given the option. However, sellers might say they don’t want reps involved, but those that go it alone score 23% higher on “purchase regret”.

The future of B2B sales will be a mix of real and virtual engagements - a complementary symbiosis of human and machine insight. The combination of these two approaches is superior to either alone, and will become the standard for how sales teams engage buyers and develop themselves.