There has been a lot of talk lately about the rise of hybrid sales and its clear tendency to displace the classic face-to-face visit in many places. The old modus operandi of the B2B sales representative of: Monday Burgos, Tuesday León and Wednesday Benavente etc. is beginning to fade and an imminent need for digitalisation of the relationship is emerging that goes beyond knowing how to handle Zoom and Teams. The joint work of Marketing and Sales (Sales Enablement) around the omnichannel experience of the Industrial or B2B customer is already vital.
If we talk about the acquisition of business opportunities by the B2B sales network, I have always been struck by how B2B Inbound Marketing treats it, in a very passive way. That is, a lead arrives mexico phone number library from the automation program or the website and Marketing (normally) “passes it” to the salesperson. From there, the great nebula begins until the sale is closed or lost. Sales has its “physical route” already made (Burgos, Palencia, León) and the digital leads that are also passed on to them by others are often a nuisance in their daily work.
But... Why can't the salesperson "feed the chicken too" by applying his or her own Inbound Marketing model (not just social selling) with the help of Marketing instead of waiting for "the egg"?
Why not customize content for your own list of potential clients based on your own expertise and criteria, then organize an ad hoc webinar for them and end up visiting them later?
Probably because doing it alone is not possible
At btrueb, as a Marketing, Industrial and B2B consultancy, we work with commercial networks and b2b Marketing teams on these 4 digital Sales Enablement habits that we have prioritized, and the results in customer experience are really important.
Contents hide
1. Weekly habit 1: digital training
2. Weekly habit 2: digital search.
3. Weekly Habit 4: Manage your own Inbound.
Weekly Habit 1: Digital Training
Key. If we don't create a habit of learning on a daily basis and make people see the need for it, it will be very difficult. So the first step is taken at the top... very high up. Marketing must help by organizing and adapting sales training, in person, digitally... but with a very clear and applicable theme. This support and even leadership work is vital to moving forward and goes far beyond Social Selling.
To start, I suggest Analytics and CRM to interpret and Storytelling notions to optimize the tone and empathy of the content . Tutorials on tools are undoubtedly vital.
Weekly Habit 2: Digital Search.
Well-understood curiosity is a virtue in a salesperson. Knowing how to apply it to the digital field in a well-focused way is a value. Skills in managing Sales Navigator (Linkedin), Social Selling such as Linkedin Ads, Google Alerts, etc. are key.
Also, why not visit the profiles and publications of clients, community, potential clients, etc. on a weekly basis and give them a voice, energize them, comment, etc.?
