Meet those who make the modern B2B go-to market: “inside sales” sellers. Driven by changing B2B buying behavior, the sedentary selling model is evolving beyond simple optimization in a period where physical business interactions have fallen by more than 50%.

According to FEVAD, in 2020, 79% of French SMEs have requested a rate for a B2B purchase on the internet, even before contacting a seller. The change in sales models seems to have become unavoidable, accelerated by confinements as interactions with prospects and customers can no longer be done face-to-face, ” nevertheless, everything must be done to develop customer portfolios”, explains Gautier Romani, an inside sales representative operating for a Webhelp client. Gautier continues, “The proposal for meetings using channels as varied as they are complementary – social networks, mail, etc. – has been intensified to take advantage of the increased available time of our contacts”. The B2B customer has gained knowledge of the offers, thanks to more simplified access to information. As a result, sellers can now focus on the higher value-added elements of the business proposition.

A win/win relationship

Salespeople are doing well, thanks to the pool of information at their disposal (browsing history, sales statistics, etc.) which allows them to continue the purchasing cycle on different channels. This variety encourages them to be proactive in supporting the client and confirming his enlightened choice. “The inside sales must not only know its product, but master its environment (competitive advantages, market trends, etc.). The business now corresponds more to delivering expertise to its client via the right communication channel, mostly via LinkedIn today. “Once Social Selling is mastered, we gain access to a space of more promising business opportunities than in 3 days of face-to-face trade shows”. This leads to rethinking its approach to the customer: how to start the relationship, at what pace to follow up, etc. These are points that are too often underestimated,” Gautier concludes.

Account Based Marketing (ABM): effective under certain conditions

Targeting professionals based on demographic data has become the key asset of sedentary salespeople who employ ABM. This strategy consists of targeting key accounts while sending specific messages; by sector and for each profile of decision-makers showing the most appetite. Rather reserved for targeting mid-cap companies and beyond, this approach is more thorough, but has a conversion rate 5 times higher than the average. “To do this, it is necessary to map the targeted company, analyze its environment, its market, its competitors, and also identify decision-makers or influencers, to send them personalized messages.” Underlines Luc Massias, Business Development Executive at Webhelp.

Outsourcing your B2B sales force allows you to accelerate your commercial growth.

Further reading: B2B Inside Sales Generation

 

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