Does Your Business Have a Digital Sales Strategy Post Covid?

gigcmo
01/12/2020

The emergency shift to digitisation might have started as a necessity this year, but research shows that the forced change in consumer behaviour that it has created is here to stay. For many businesses and business owners, that marks a seismic shift in how they sell, and while you and your marketing team may have adapted temporarily, have you considered how you’re going to make this new way of working permanent?

How digital selling has changed in 2020

We all know that online selling is not new. It is our familiarity with it that has been a saving grace for businesses that had the ability to leverage it this year. However, the level to which we depend upon it has increased manifold in the last 12 months. That creates an entirely different environment in which to consider it. Where once a business may have used its online resources as part of its sales journey, this year it has represented almost its entire sales journey. 
 
Depending on your business, you may be able to support your online proposition with a Zoom call or two, but the chances are your ability to back up that sense of trust, reassurance and customer service with a face-to-face chat at your office or outlet has been severely compromised. Meanwhile, though we all look forward to the day when we can go out for a coffee unhindered, it’s widely understood that it takes around 28 days to form a new habit, and approximately 66 days for a habit to become automatic. On that basis, we have all had more than enough time to adapt to a complete behaviour change that we likely won’t ever fully revert from.

There’s no going back - and it turns out, we don’t want to

Supporting this theory, Mckinsey released a report which showed that only around 20% of “B2B buyers say they hope to return to in-person sales, even in sectors where field-sales models have traditionally dominated, such as pharma and medical products”. Meanwhile, they also found that “more than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions.” Interestingly, this latter stat only increased when lockdowns were lifted this year. Mckinsey’s report showed that almost universally, in countries around the world, there was an increase in business confidence in the effectiveness of digital sales. Some of the reasons include entirely practical and enduring considerations such as:

  • It’s easier
  • It saves on travel expenses and time
  • Safety (this is more Covid-specific)
  • A marketing consultant who thinks differently

These trends in themselves are not bad, but they do require businesses to think differently to the way they have done in the past. By moving to an almost entirely digital sales platform, you may have found that your target market has changed, or even expanded, to include a wider geographical reach. You may need to adapt your product emphasis, and you will almost certainly need to reconsider your value demonstration. You will also have to consider how you are going to sell; are you opting for remote face-to-face interactions or digital self-serve? Will part of the journey still be in person? 
 
All of this inevitably requires a marketing expert to communicate with your sales team and your clients differently to the way it’s been done before. That starts with someone who can establish a strong and adaptable strategy based on redefining your target audience and their new behaviours. The results should mean that moving forward, your business is in a position to lead change instead of reacting to those moving forward around you.

gigCMO’s team of fractional marketing consultants provide the ability to review and assess your existing business with an outside perspective, before working with you and your team to deliver marketing and sales strategies and tactics that will drive your business forward.
 
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