More courage to continuously develop the sales channel system
Posted: Sat Jan 25, 2025 6:57 am
Although changes in sales channel structures should be carefully considered and made after sufficient analysis of the market, customers and portfolio, the needs of buyers must also be taken into account here. Particularly in German B2B SMEs, the fear of creating a competitive situation within their own system with new sales channels still prevails - for example, if a newly launched online shop could compete with a trading partner. However, the fact that this online shop meets the needs of buyers for more transparency and a more efficient procurement process and is also significantly more resource-efficient is often not given sufficient weight.
Be it with training, technology and tools or other types of support from within the organization: high-performance sales organizations support their employees in these areas to a different extent than weak sales germany consumer email list organizations. Especially when it comes to supporting sales in meeting buyers' expectations for a more digital experience. Here, too, there are various starting points, such as the (further) development of virtual selling skills within your own sales team or sales enablement platforms with digital sales rooms, to name just two.
The latter in particular are becoming increasingly important. Sales teams need to make the most of the fewer interactions with purchasing that take place later in the process. Digital Sales Rooms are microsites that sales can create with individual content personalized for purchasing, providing them with a central point of contact - and this over the entire period of the often lengthy B2B business cycle.
Conclusion
The challenges for sales organizations will not diminish in 2023. Especially since, again driven by a transfer of expectations from B2C to B2B sales, further developments are emerging that still need to be observed. One example is the subscription economy (away from purchase and towards service), which is becoming more and more prevalent in B2C, as the adesso Digital Commerce Study 2023 shows. Despite all this, 75 percent of the sales professionals surveyed, 12 percent more than in 2020, are confident, according to the Salesforce State of Sales Report, that their organizations will be able to align themselves accordingly. This can be achieved, among other things, by implementing data-driven sales, AI in sales and CRM optimization.
Be it with training, technology and tools or other types of support from within the organization: high-performance sales organizations support their employees in these areas to a different extent than weak sales germany consumer email list organizations. Especially when it comes to supporting sales in meeting buyers' expectations for a more digital experience. Here, too, there are various starting points, such as the (further) development of virtual selling skills within your own sales team or sales enablement platforms with digital sales rooms, to name just two.
The latter in particular are becoming increasingly important. Sales teams need to make the most of the fewer interactions with purchasing that take place later in the process. Digital Sales Rooms are microsites that sales can create with individual content personalized for purchasing, providing them with a central point of contact - and this over the entire period of the often lengthy B2B business cycle.
Conclusion
The challenges for sales organizations will not diminish in 2023. Especially since, again driven by a transfer of expectations from B2C to B2B sales, further developments are emerging that still need to be observed. One example is the subscription economy (away from purchase and towards service), which is becoming more and more prevalent in B2C, as the adesso Digital Commerce Study 2023 shows. Despite all this, 75 percent of the sales professionals surveyed, 12 percent more than in 2020, are confident, according to the Salesforce State of Sales Report, that their organizations will be able to align themselves accordingly. This can be achieved, among other things, by implementing data-driven sales, AI in sales and CRM optimization.