The digital revolution is changing B2B sales in a variety of ways. One study suggests B2B ecommerce sales will exceed $1.1 trillion in the U.S. by 2020. New digital channels of communication emerge each year, presenting new opportunities for communicating with prospects and forcing companies to spread their sales efforts across a variety of distinct platforms.
Some prospects are visual thinkers and enjoy viewing presentations on SlideShare. Others are more receptive to a sales pitch over the phone. Plenty can only be persuaded to purchase after connecting with you on LinkedIn, then email, and then a video conference. While every sales channel has its unique advantages, you yield better results when they complement, rather than compete with, each other.
Putting a multichannel sales strategy to work for your organization is all about reaching your prospective buyers in the most engaging way possible. Most contemporary B2B buyers are involved in a complex buying cycle throughout their decision-making process. Furthermore, they make use of a variety of different channels to perform research and to communicate. If you focus your selling strategy on a single outlet, or if you lack a cohesive mechanism for coordinating your effort across various outlets, you’ll have a difficult time staying connected to your prospects when they need to hear from you the most.
Alternatively, when your outreach across various channels is designed well and guides the buyer through the sales process logically, you’ll be positioned to capture and hold their attention consistently. In addition, by employing a cohesive strategy across multiple channels, you’ll demonstrate to your prospects that your organization has a level of sophistication and credibility when delivering a satisfying customer experience across numerous outlets.