Tip No. 1: Shift to a hybrid sales model
Software buyers are shifting to online research and decision making at increasing speeds due to COVID-19 and the resulting business disruptions. In fact, 80% of B2B sales interactions between a supplier and customer will occur in digital channels by 2025 (full research available to Gartner clients).
The key to increased sales performance is a digital-first, hybrid sales model that reaches buyers at the right time with the right message in the right channels.
A hybrid sales model caters to customers’ digital-first preferences, using omnichannel sales outreach to engage customers in digitally rich discovery and learning. Using these models, software providers can make the buying process easy for customers and share resources that build purchase confidence.
Moreover, sales outreach should lean into buyer preferences to give them a choice on how to interact with your team, whether through in-person, digital or blended channels. Adapt selling techniques to be buyer-oriented rather than product-oriented, and meet buyers where they are in the sales funnel with messaging and content that suits their informational needs.
Timing is likewise crucial to your sales team’s success in 2021 and beyond.
Since mid-March 2020, buyer traffic on the Gartner Digital Markets network of sites increased on weekends by as much as 60%. Take advantage of increased weekend web traffic and automate sales outreach to ensure buyers receive timely responses.
To build trust and confidence with a hybrid sales model, make sure your messaging supports the most pressing business priorities of technology buyers through content and interactions that show how your solutions drive change and produce tangible outcomes.