The average B2B lead only comes to you when more than 80% of the buyer journey has already ended'.
Personal Relationship in the Top 3 Trends
This helping role is no less fun, it just requires different skills. Because once you talk to your prospect, it's more about the content and you can show that you really know everything about a product or solution. That makes you a lot more relevant to your lead. And whether that conversation is via a video call or face to face over a cup of coffee; it's still personal! Our recent benchmark research Sales of the Futurein which over one hundred B2B companies participated, also shows that the personal relationship remains as important as ever. According to 69% of the participants, the importance of the personal relationship and the growing attention for personalisation in B2B has the most impact on the sales strategy. Followed by the previously mentioned shift of the buying process to online (63%) and the fact that prospects are increasingly well informed through better access to information (50%).
Opportunities of personalisation
What I like about change is that it also offers new opportunities and possibilities. Certainly in the area of personalisation. As a modern sales person, you have to take full advantage of your opportunities in that important orientation phase and therefore be regularly present in the online search. This can be done, for example, by networking on LinkedIn and sharing relevant knowledge there. After all, B2B buyers often check online references, read reviews and are looking for inspiration and valuable information. This is where your transformation from salesperson to trusted expert with a clear vision comes into play. Because as a credible advisor, you ensure trust and loyalty first of all, and subsequently a (repeat) purchase or reference. And whether you do that with a personal e-mail or a targeted chat via LinkedIn; it doesn't matter. As long as you sincerely show that you understand the challenges of your prospect or customer and can help him. In my opinion, a good starting point for a long, warm relationship!
Download our trend report
Wondering how your sales team can prepare for the future and which skills and technologies a modern team needs? Then download our trend report Sales of the Future. You will also learn from a select group of frontrunners, who have already picked up on the trends and developments of modern sales and are reaping the benefits.