The modern B2B buyer journey is predominantly digital, with customers often preferring self-service - educating themselves about potential purchases through a variety of sources, and making contact with sales teams at a time of their choosing.
These buyer preferences present a challenge for sales teams, as they often have fewer opportunities to influence customers. This means interactions including meetings and product demos need to be as effective as possible.
In our new Digital Sales Transformation report, produced in association with Jugo, we explore the growing need to provide memorable digital experiences for prospects is further underlined by the fact that many potential buyers may be suffering from digital fatigue.
67% of organisations see digital fatigue as an issue their customers are facing, and one which they need to overcome. Often this is caused by the sheer quantity of virtual meetings and event, and even more so by the fact that most meetings are very similar.
Whether on Teams, Google Meet, Zoom or other platform, the format is often similar and it can be challenging to reproduce the interaction and personal touch that in-person meetings can provide.
69% of organisations surveyed by LXA for the report are finding it a challenge to provide sales experiences which stand out from the crowd. This suggests that these organisations are providing the ‘industry standard’ approach, using the same platforms as many of their competitors.
69% of organisations find it a challenge to provide sales experiences which enable them to stand out from the crowd. This suggests that these organisations are providing the ‘industry standard’ approach, perhaps using the same platforms as many of their competitors.
Virtual platforms such as those which enabled businesses to carry on as normal during the pandemic, have their pros and cons. As WPP's Global Head of Marketing and International Growth, Ian Gough explains:
It’s harder to create a rich hybrid experience. When you enter a Zoom and Teams environment, it doesn’t provide much scope for creativity and experience. The solution has been to look for platforms that allow us to orchestrate experience in a way that can replace some of the physical stuff. We haven’t been able to recreate moments that would happen physically but we’ve been able to do things differently that play to the digital and virtual world and can still enhance the experience.
To address these issues, and create more memorable and effective virtual meetings, sales teams need technology that allows them to surpass the average Zoom experience.
The focus of the sales team also needs to shift from a transactional to a more customer-centric approach. Customers have often carried out thorough research before speaking with sales people, so meetings are an opportunity to address customer questions, and provide them with the information they need to make a purchase decision.
It's easier to arrange a virtual call than arrange a meeting in-person, so the move to digital meetings has removed some of the barriers to creating a relationship with a prospective new customer.
The key is to make the most of these virtual connections to deepen relationships, and to use available technology to elevate the experience.
LXA's Digital Sales Transformation Report 2023/2024 looks at the challenges sales teams face around virtual meetings, and how organisations are elevating the digital sales experience.