B2B Online Sales Strategies for Today’s Buyers

[dot_recommends] June 23, 2021 Manufacturing Business Strategy

Today’s B2B Buyers Behave More Like B2C Consumers

B2B online sales strategies must be based on this:Gartner research finds that when B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers. When buyers are comparing multiple suppliers‚ the amount of time spent with anyone sales rep maybe only 5% or 6%.

In today’s world, buyers expect on-demand availability of product and seller information. As more of the buyer’s journey takes place independent from sellers, B2B online sales strategies must evolve.

With only 17% of buyers time spent meeting with all potential suppliers, the traditional sales team loses influence. Therefore, sales approaches like phone conversations have a reduced opportunity to impact customer decisions.

What does this mean for you?

Let’s break it down.

  • B2B is migrating to online channels for purchasing information.
  • This means they are applying B2C behaviors in their B2B buyer role.
  • Thus, industrial manufacturing companies must develop new online sales strategies to maintain influence on buyers’ decisions.

 

How to Maintain Buyer Influence

You know that being able to impact buyer decisions is essential. Yet, your manufacturing sales reps may get only about 5% of a prospective customer’s time during their B2B buying journey. As a result, sales reps are just one of the many channels needed to reach and convert customers.

The increase in digital buying behavior requires refocusing of strategic priorities in industrial manufacturing marketing and sales.

  • With buyers taking their sales behaviors online, you need to meet them there.
  • Data-driven approaches that personalize the buying experience will keep your customers engaged and boost conversion rates.

The Role of a Good CRM in Online Sales

We’ve said this before, and it’s worth repeating. Manufacturing companies must achieve alignment between offline and online marketing and sales channels. This means marketing and sales need to work together not in a linear fashion but with a nimble, responsive, customized approach.

Effective Customer Relationship Management (CRM) tools make this flexible customer engagement possible. For tips on how to capture essential prospect data to result in a prospect-driven personalized conversation, see our free white paper “1.2 Capturing Data” in our Learning Center.

Develop enhanced B2B online sales strategies and watch your sales grow. Best of all, with StratMg as a partner, we do the heavy lifting. We’re here to help! Contact us to start a conversation about boosting your online influence.

–parin
Managing Partner

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