{"id":22614,"date":"2020-10-14T06:50:41","date_gmt":"2020-10-14T04:50:41","guid":{"rendered":"https:\/\/www.seo.fr\/comment-transformer-digitalement-ses-ventes-btob"},"modified":"2024-07-16T15:44:32","modified_gmt":"2024-07-16T13:44:32","slug":"how-to-digitally-transform-b2b-sales","status":"publish","type":"post","link":"https:\/\/preprod.seo.fr\/en\/blog\/how-to-digitally-transform-b2b-sales","title":{"rendered":"How to digitally transform B2B sales?"},"content":{"rendered":"

Digital transformation of sales: Is it a real challenge for B2B companies?<\/strong><\/b><\/h2>\n\n
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With the democratization of new technologies, purchase behaviour has changed dramatically<\/strong>, and the same goes for business practices.<\/span><\/p>\n\n\n\n

Sellers, in turn, must learn to use the full potential of digitalization to meet the new needs of their prospects.<\/span><\/p>\n\n\n\n

The traditional business approach is no longer sufficient to attract new customers, and most are quickly annoyed by salespeople who incessantly try to sell customers products and services without knowing what their real needs are.<\/span><\/p>\n\n\n\n

With the advent of the internet, prospects now have access to a large database on companies in order to form their own opinion. To attract these companies, taking care of their digital presence is crucial and has therefore become one of the major challenges that businesses face<\/strong>.<\/span><\/p>\n\n\n\n

Sales now face new challenges<\/strong>, as some of their effective methods that have long been traditionally used have now become obsolete and no longer able to produce expected results.<\/span><\/p>\n\n\n\n

But still, how can sales launch their digital transformation and perfect it with time? What tools do they have at their disposal to convince new prospects? What are the most effective practices for successful digital transformation?<\/span><\/p>\n\n\n

The Vital Relationship between Sales and Technology in B2B<\/strong><\/b><\/h2>\n\n
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Used to the ever-changing technologies, millennials will represent 46% of future professionals. (source: business LinkedIn). It therefore goes without saying that, in order to remain effective, today\u2019s salespeople must now adapt to these new purchasing behaviours.<\/span><\/p>\n\n\n\n

According to a Benchmark conducted among 63 businesses (of which, 81% are in the B2B field for the majority of their business activities and 60% have more than 1000 employees), it was noted that 23 of these companies have identified sales as the first department which has been affected by digital transformation.<\/span><\/p>\n\n\n\n

A real challenge for sales now is to succeed in achieving their objectives. In 2018, 65% of B2B businesses considered the productivity of their sales team as the most important. In fact, 2\/3 of salespeople never reached their annual sales objectives<\/strong>, and 23% of businesses do not live up to say that their sales objectives are reached each year.<\/span><\/p>\n\n\n\n

To compensate this, 60% of sales managers believe that the digitalization of sales would be crucially responsible for the success of their businesses.<\/span><\/p>\n\n\n\n

Digitalization therefore opens up numerous opportunities to maintain the relationship of companies with their prospects. Technology makes it possible to remain connected 24\/7, and this is perfectly suitable to retain customers and develop with them long-term deeper relationships.<\/span><\/p>\n\n\n\n

One of the major challenges of the digital transformation of sales is therefore to provide a good-quality content to prospects, and this content caters for their needs throughout their reflection cycle. A personalized web experience would increase sales by 19%. (source: MarTechAdvisor).<\/span><\/p>\n\n\n\n

According to a study of \u201cthe marketingmanagement\u201d site, 67% of \u201cthe buyer\u2019s journey\u201d is now carried out online, even before the intervention of a salesperson. Prospects have massively integrated a digital aspect into their reflections upon purchasing. Sales must therefore take care of their companies\u2019 digital presence.<\/span><\/p>\n\n\n\n

84% of Internet users base their purchasing decisions upon what they read during an online search, upon social media comments or after consulting friends.<\/span><\/p>\n\n\n\n

Another challenge to the digital transformation of sales is to make contact<\/strong> between companies and prospects easier<\/strong>. Back in 2018, taking a sales appointment takes 4 to 5 email exchanges to find a common niche with a prospect. Thanks to the digital transformation of sales, customers now simply fill in a contact request form at any time of their day. (source: leadgenerator)<\/span><\/p>\n\n\n\n

81% of marketing and communications managers who were asked in a survey by TNS Sofres on \u201cHow (they) monitor (their) brands today\u201d believe that taking digitalization and its consequences into consideration in customer relations and communication has become a priority challenge of the upcoming years.<\/span><\/p>\n\n\n\n

In addition, prospects seeking to book a commercial appointment are often very well informed on the company\u2019s products or services. They often expect more humanized and homogeneous sales relationship before and after selling products and services.<\/span><\/p>\n\n\n\n

On average, 70% of companies that have well equipped their sales outlets with digital tools hope that they would increase productivity and promote their brand image during customer appointments. (source: touch-sell)<\/span><\/p>\n\n\n\n

Nevertheless, providing advice has become no longer enough. Salespeople must be experts when dealing with a very specific request. According to marketingmanagement.com, a salesperson is 9 times more likely to convert a prospect if he or she understands and caters for needs in less than 5 minutes.<\/span><\/p>\n\n\n\n

Here are the results of an infographic that was designed by Touch&Sell (on 161 salespeople surveyed, 65% of which are in B2B and 30% are in both, B2C and B2B), which highlight the importance of the digital transformation of sales in the upcoming years:<\/span><\/p>\n\n\n\n