Because the purchasing process is becoming more digital, power is increasingly shifting to the buyer. Online references, reviews, information and inspiration are increasingly important for B2B prospects in the orientation phase. This phase largely takes place without direct involvement from your sales people. Not that this makes them redundant. It just requires very different skills. Achieving targets and concluding transactions are no longer at the top of the sales agenda, but it is increasingly also about the customer journey, engagement and collaboration. This requires sales people with a vision of the market and an original view of developments. But also about digitally well-versed sales people who create extra value for their customers in the sales process and ensure that customer challenges come first.

1) Digital skills are a must for B2B sales

In a few years, around 80% of all B2B sales interactions will be digital, Gartner predicts in its latest B2B Buyer Survey. Buyers are increasingly requesting advice peers (important people around you who influence you) and they search for content online. To be relevant as a salesperson, you must ensure that your approach creates value. For example, by sharing valuable information that is really useful to the customer. Also take advantage of the opportunities of networking via digital channels such as LinkedIn. Nowadays, social selling is indispensable in building and developing new relationships. Just like delving into your prospect's problem. Respond to this by sharing relevant content via blogs and white papers or invite contacts for an inspiring webinar or video call. This is how you build a warm relationship and ensure commitment.

'What I see changing is that the new generation works much more digitally'

Wouter Overhand is a partner at full-service secondment agency Vonders from Bergschenhoek. “Our team consists of 16 consultants who do recruitment, sales and relationship management. Our sales is quite traditional; lots of calling and telemarketing. Digitalization and marketing are still quite far away from us. We network a lot via LinkedIn, where we also occasionally share content. What I see changing is that the new generation of buyers works much more digitally. Contact is more often via WhatsApp and LinkedIn email, calling is not really their thing. We will have to organize our work process more accordingly. On the secondment side, it is also appreciated if they can get in touch with you in multiple ways. That is why a pilot is now underway to tailor our CRM system more towards this. We also work more often with video calls via Teams. However, we could still use some training in the digital sales area. Because it requires different skills – such as giving virtual presentations – than when you speak to customers face-to-face in the office.”

2) Be a trusted advisor in the eyes of the customer

While the role of sales was focused on persuasive selling for years, you are increasingly seeing a shift towards trusted advisor or nudger. This means that your role as sales changes from negotiator to advisor with a clear vision and opinion. During the entire purchasing cycle, you work with your prospect in small, often digital steps. With a nudge – or a push – you try to stimulate people in subtle steps to unconsciously adjust their behavior. As a creative connector, you ensure that you are relevant, credible and reliable at the right time.

3) Show your thought leadership

Knowledge is power! By allowing your sales team to share their knowledge for free on all fronts and through all kinds of social channels, you create authority in your field that really benefits customers and prospects. Of course, that doesn't happen automatically and it demands quite a lot from the team. It is a long-term strategy that the entire organization must support. Sharing knowledge can be done very well, for example, through white papers, blogs on LinkedIn and – very modern – by inviting prospects and customers to webinars, virtual round tables and digital workshops. Remember that you do not always have to create the content yourself, but that sharing other people's knowledge can also be very valuable. As long as you respond to the needs of your prospects.

How far are other B2B sales organizations in the Netherlands with their modern skills?

At Kenneth Smit - the market leader in commercial training for more than 30 years - we are, just like you, very curious whether your sales is ready for the future. Are you participating in our National benchmark Sales of the future? By benchmarking yourself, you know exactly where you stand and which B2B skills could still use some development. And very valuable: you learn from the leaders. From organizations whose sales team is already completely future-proof!