| The future of B2B sales is hybrid | |
|---|---|
| Published By | Articles by McKinsey |
| Publish Date | April 27, 2022 |
| Authors | Lisa Donchak, Julia McClatchy, Jennifer Stanley |
| Topics | B2B, Omnichannel in B2B |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
And this large McKinsey article, based on a large study, demonstrates the growing trend in the number of different channels used in B2B sales (McKinsey calls this approach “hybrid”). The article also offers four approaches to use this trend to increase sales.
Today's B2B customers demand more channels, convenience, and personalization. They expect a blend of in-person, remote, and e-commerce interactions. To meet these expectations, B2B organizations must shift to a hybrid sales approach. Hybrid selling combines various channels for optimal customer engagement, adapting to preferences and maximizing profitability. B2B buyers now utilize up to ten digital channels per purchase, a doubling from five years ago and an increase from seven channels just two years ago.
Buyers are embracing omnichannel engagement, but sales organizations lag in adopting remote or hybrid models. Yet, buyers show willingness to make substantial purchases remotely or via self-service options, signaling potential sales growth in these channels (concrete numbers are included into the article text). Remote sales is effective, reaching more accounts and increasing revenue
The article suggests the following ways of increasing hybris sales:
- Agility: Go remote where possible and where customers prefer it—but don’t abandon in-person sales completely.
- Insights: Harness customer and seller insights end-to-end.
- Technology: Optimize tech for a remote-first environment.
- Talent: Cultivate next-gen sales capabilities and attract more diverse talent by becoming a learning organization.
Then authors disclose what outperformers are doing:
- Change the mode.
- Implement holistic learning journeys.
- Coach more—and more often.
- Imbed hybrid roles fully.