Omnichannel B2B sales

28 July 2021

As sales behaviour has changed over the last 1 ½ years, omnichannel has evolved not just as a trend, but as a common practice which, according to McKinsey, will shape the future in B2B sales.

Omnichannel is there to stay

Even though customers will partly want to meet face-to-face again, the possibility to communicate and interact throughout multiple channels, will also be in demand in the future. Making flexible use of the channel of choice provides customers with a high level of efficiency. Like this, the customer experience can be much better, and the overall sales success be improved.

Digital self-service & remote human interactions

Engaging with the customer remotely also means, providing them with digital self-service channels. With those self-service channels, such as Idiligo’s microsite feature, customers can interact with their contact person, have access to all necessary sales material, sign contracts or share these information with relevant decision makers. Having to set up a call or meeting with a sales rep in order to go through the sales material again or pop a question is not what todays’ B2B buyers want anymore. They want the sales process to be tailored to THEIR needs, their schedule and preferred way of interacting. So, it’s not surprising, that about 2/3 of B2B buyers prefer those kind of digital self-service channels or remote interactions with their person of contact compared to the traditional way of interacting.

Implementing an omnichannel strategy

But how can organizations successfully master the shift from a single or multichannel approach to an omnichannel strategy? Omnichannel means, that there are not only multiple channels, but that they are all connected with each other. Information, communication, and data is synchronized throughout all channels, so that the customer shouldn’t even notice anymore, which channel he is using, since he is receiving the same experience and information in each of those channels. Implementing this requires a shift of mind and strategy of an organization. Sales and marketing teams must closely work together and find ways to connect everything in a smart way. Idiligo can help, not only with moving from offline to online customer communication, but also to do both, depending on the customers’ wishes. Idiligo provides advisors with optimized sales processes and material, which they can use in offline and online customer meetings. Moreover, all relevant information and customer data can be placed on a microsite, which acts as a digital self-service channel for the customer. Like this, the customer can choose how and when to interact with the organization.

If your organization is also thinking about implementing an omnichannel approach, feel free to get in touch with us. We are happy to assess whether and how Idiligo can help your organization to do more customer focused and successful B2B customer sales.