The report released by McKinsey & Company highlighted a revolutionary change in B2B sales – omnichannel, and it’s here to stay. They also argued that before the pandemic, face-to-face and in-person engagement were the most popular ways to conduct business. But since face-to-face interactions have become the norm again, it’s clear that the B2B industry has adopted the omnichannel experience and made it its own, with buyers preferring a cross-channel mix to serve their needs.
Below, we’ll look at the rise of the omnichannel sales experience and how you can successfully integrate it into your business.
The Expectation Of An Omnichannel Experience
McKinsey & Company found that two-thirds of buyers prefer remote interactions and self-service options – you could argue this is thanks to the rise of B2B marketplaces like Amazon Business. The report also shows that 83% of B2B leaders think omnichannel selling is the most lucrative prospect to secure new business compared to the traditional face-to-face method that once dominated the B2B industry.
Plus, you have to consider that 86% of buyers not only expect but now demand a B2C-like shopping experience, and B2C is the king of omnichannel. Then you have the financial statistics that solidify any reason for considering the implementation of omnichannel sales – buyers are prepared to spend six figures or more digitally, with 20% saying they would be prepared to spend over $500,000 more online. 11% went as far as to say they’d spend over $1 million.
How To Implement It Successfully
The statistics are there, but how do you successfully implement an omnichannel shopping experience? Exploring the likes of Amazon Business and creating your own B2B eCommerce website is a place to start. But for a B2B business to truly embrace the omnichannel experience, McKinsey and Company believe brands need to focus on hybrid sales models that focus on sales representatives that interact with buyers on video calls, apps, and sometimes face-to-face meetings.
Digital sales are great – 41% of B2B leaders think it’s the most effective sales route compared to 31% who think face-to-face sales still rule all. But with digital sales, it’s easier to implement more tactics that should promote more sales. Digital sales are far easier to link to B2B rewards programs like the one offered by IncentiveSmart. It’s easier to track buyer habits: sales reports and implement changes that have an instant and direct impact on future sales.
The most essential consideration is that not every buyer will want the omnichannel experience. 37% of buyers are still stuck in the traditional B2B ways of face-to-face interactions, which are not to be forgotten. Sales representatives must cater to every buyer and their preferred method of shopping.
68% of buyers found their teams experienced channel conflicts because of the rise of omnichannel – that means transparency and inclusivity are essential if you are to master omnichannel sales. After all, omnichannel isn’t all about online sales – it’s about offering multiple channels that serve the needs of every buyer.
It’s clear to see that omnichannel sales are the new norm. A new generation of buyers is pushing the world of B2B online – and we’re all for it. Going online with self-serve options makes the once complex B2B buying cycle somewhat easier. As long as you focus on offering multiple channels to your omnichannel sales experience, you’re on your way to mastering it.