How Covid-19 has changed B2B Sales forever?

Covid-19 has completely changed the process of B2B buying and selling. Perhaps this change is going to be there forever.

20th November, 2020
Nirmala Devi

Covid-19 has brought many challenges and uncertainties in the business world. Many businesses have shut down or are on the verge of shutting down Nothing normal is happening during this Pandemic.

Good news is B2B world is gradually emerging out of the crisis. Both B2B buyers and sellers are embracing the New Normal – All Digital. More and more buyers and sellers prefer remote interactions over face to face meetings.

Safety was the initial reason for this new normal. However, B2B buyers and sellers have become accustomed to this new way of doing business. Both buyers and sellers enjoy the convenience in terms of scheduling meetings, saving time & travel expenses. Only around 20% B2B buyers say they want to return to in-person sales.

Some major changes Covid-19 has brought are:

  • Around 80% of B2B decision makers prefer remote human interactions.
  • The effectiveness of sales in reaching and serving customers has increased by up to 22%.
  • B2B customers are now more open to online buying even for big ticket services & products.
  • B2B sellers now believe that digital prospecting is as effective as in-person meetings.

Now is the time for Marketing and Sales to be more proactive with customer outreach and lead generation. With face to face meetings and events scrapped due to Covid-19, sales people need more support from Marketing for generating leads. There is an overall jump in demand generation and lead generation campaigns throughout the B2B industry.

With a higher demand for leads, many lead generation partners have started using questionable ways of generating leads. According to a survey, more than 80% of sales people waste their time trying to chase disqualified leads or bad prospects. The post Covid-19 world is way too competitive to deal with such leads, every sales person should question these points before following up with the leads:

  • Why do I face challenges in connecting with the leads?
  • Why are my leads not converting?
  • Why does my sales pipeline look unappealing?

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