How B2B business can get sales back on track post covid

Since the pandemic has brought many changes to the B2B selling environment, ideas for a better customer experience need to be revisited to ensure B2B businesses can continue making sales. The end of 2020 is already here and COVID-19's billowing impact continues to have an effect on the economy. Not only was it tragic for human lives, it was devastating for multiple business communities as well. While the impact of the pandemic on B2B activities are negative, the recovery efforts will positively change the dynamics of the way sales occur. The ongoing pandemic situation has modified consumer behaviour patterns. Previously, sales executives formulated approaches that were focused on face-to-face relationships.

How B2B business can get sales back on track post covid

However, B2B selling had to follow activities based on the prevailing business situation during COVID-19, taking into account the latest consumer behaviours. Digital patterns that were not accelerating until the COVID-19 phenomenon hit the globe were generated by the extreme change in consumer behaviour. According to the Bank of England, by Q2 2020, business sales were down by 29%. Product managers must understand the new consumer preferences and their buying direction to sell successfully in the post-pandemic period in order to respond to these changes effectively.

Businesses need to prepare for the stabiliSation thoroughly and transform the crisis into possibilities that remove the obstacles that are in the way of sales in this new reality.”

It is important to know how sales leaders can rapidly handle the implications of the situation in order to be highly competitive in B2B selling post the pandemic. Businesses need to prepare for the stabiliSation thoroughly and transform the crisis into possibilities that remove the obstacles that are in the way of sales in this new reality.

Adapting to a virtual sales model

With the lockdown and travel restrictions triggered by the pandemic, clients have changed their purchasing habits to online shopping. One of the most significant factors leading to digital sales has been businesses embracing virtual sales models rather than face to face sales.

Digital sales models enhance customer engagement, make it easier to obtain information, position the order, and arrange easy delivery for improved customer experience, unlike the conventional sales process. The ease provided to consumers by this marketing model has altered the minds of sales leaders to work on conventional methods.

For several reasons, virtual sale methods have been adopted by business owners. In contrast to face-to-face transactions, digital marketing methods are speedy and cost-effective in addition to the convenience of customers not having to leave their home. Therefore, from being coerced to accept digital sales, businesses are encouraged and able to proceed with confidence to serve people digitally after the pandemic dies off.

Remote selling

Sales were deemed difficult before the pandemic without making contacts and travelling. We have been experiencing almost nil face-to-face contact with customers for nearly ten months now.

Businesses switched to video conferencing, telephone, and online selling models right after the launch of the COVID-19 lockdown and travel bans. While businesses were wary of remote interaction, this phenomenon has become the new normal. According to Forbes, in November 2020 31% of 2500 business travelers said teleconferencing and remote working arrangements were as effective as being in the office and traveling.

This is seen by the majority of businesses as an opportunity to save massive costs and improve operations. It speeds up the sales cycle by wasting less time on commuting and investing money on virtual business meetings.

In addition, this has also been a way of redefining the role of sales leaders in building trust in market opportunities, empowering the team to be effective when working remotely, and becoming more tech-savvy when it comes to reaching out to customers.

Revisit cold sales data

In effective B2B selling, the visual representation of sales holds great importance. It starts with reviewing data on cold sales and finding potential customers for the company. Sales are usually based on long-term cycles, from the very first call to making the sale.

The cold calling data needs to be rethought with ideas for a better customer service since the pandemic has brought many shifts in the B2B world.

In addition, businesses have used a considerable amount of time to be more involved in the market during the lockdown, and that has created a favourable environment from a sales perspective. It therefore stands as an essential way of keeping in touch with customers, swapping ideas and relevant data, and keeping communication levels high. This helps B2B revenues to rebound in order to help business expand after the COVID-19 pandemic.

Undoubtedly, for B2B sales, the year 2020 was difficult, but it also provided opportunities to introduce innovative practises and find ways to improve their sales models. In order to become proactively aware of the behavioural shifts of consumers, businesses have been utilizing digital changes.

They can get a clear picture of what clients want, based on the availability of online data, and take appropriate measures to meet their needs. 

To speak to our B2B marketing experts, get in touch with us on 01474 815 714.



This post was written by:

Tanya Hardie

Tanya is the Marketing Services Manager of Tiga Creative Marketing and manages the content, search, paid advertising and Marketing Automation team.
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