Omnichannel in B2B sales: The new normal in a year that has been anything but

“Omni channel is here to stay for B2B sales”

Omni-channel isn’t just something arriving, it is already there, whenever given the choice, purchasers
want all channel. It is not a trend or a pandemic solution but a crucial element of b2b sales. Even though
ecommerce has displayed a growth after August 2020, but choice of channel has come down to
practicality and timing more than efficacy. 2/3rd of buyers prefer remote human interactions or digital
self-service. Even though, omni channel was need of crisis, but 8/10 B2B leaders believe it as more
effective than traditional methods, given the increasing expense and difficulty of recruiting new clients,
omnichannel selling is a more effective technique to prospect and secure new business than traditional,
"face-to-face only" sales approaches. Digital purchases will result in purchases of six figures or more, and
budget estimates are equally solid. Budget predictions for businesses show a propensity to spend money
as well. Companies may discover that they need to modernize their infrastructure and tool sets to stay
up with the rate of digitalization across industries, with expenditures in hardware, software, and
marketing outperforming other spend categories.

“Sales models will become hybrid as purchasing moves toward omnichannel.”

The most typical sales job will soon be hybrid sales representatives. In the next six months, 64 percent of
B2Bs plan to expand the proportion of hybrid salespeople, who connect with clients via video, phone,
apps, and occasionally in-person visits. This model will become the lead sales job as omnichannel
purchasing becomes the new standard. There are new hybrid sales roles, where sellers use all mediums
to interact. 28% companies have them today and 85% believe it will be most common roles over the
next 3 years. This transformation is being driven by two go-to-market adjustments. First, just 15% of
B2Bs believe in-person sales meetings will become standard practice in the future, even though virtually
all businesses will be able to contact with clients in real-world settings by the beginning of 2022.
However, the availability of face-to-face consumer encounters does not indicate that vendors are
switching back. Second, e-commerce has become a crucial component of the omnichannel mix. B2Bs
have reacted as consumer interest in and comfort level with digital sales have risen. As of February
2021, e-commerce was the preferred channel for B2B enterprises. And 41% of executives claim it is
their most successful sales channel, outperforming in-person (37%) and video (31 percent).

“B2Bs must resolve omnichannel pain points in order to grab growth”

Finding the best approach for field representatives to operate from home, creating personal, in-person-
like remote interactions, and offering proofs of concept and digital demos that provide customers the
same degree of understanding as actual walkthroughs are some of the challenges. Another issue is
channel disputes, which two-thirds of decision makers report their sales teams have experienced.
Others are concerned about the possibility of cannibalization and whether digital transactions are a
stimulus for increased sales or a zero-sum game. One consistent pattern persists even though there isn't
currently a set playbook for dealing with these difficulties: businesses continue to reinvent their sales
strategies and shift resources at rates unheard of in B2B sales. Omnichannel won't be eliminated, And
that's advantageous. The learning curve of the previous 12 months might be transformed into a new
trajectory for growth by B2B sales organizations that pounce on this change and enable integrated
interactions across the purchase experience.