The new tools of the future to enhance the impact of B2B sales

Submitted by Serena Rebollo… on 15 May 2020

Last Tuesday, 12th of May, the training program “B2B Cluster: B2B Sales Academy to react to COVID-19 was presented

As a consequence of the changes and transformations that we are living, derived from the health crisis, we have had to readapt the program of the Academy in B2B Sales, to adjust it to the real needs

Over Tuesday, 12th of May, more than 70 professionals interested in the trends that mark the B2B sales techniques connected to the session organized by the Packaging Cluster and the Clúster de l’Energia Eficient de Catalunya, with Enrico Nebbia and Simonetta Roma, from the consulting firm  Ekselia, on “How B2B sales are changing and the impact of COVID-19“.

Because of the huge changes and transformations that we are experiencing, derived from the consequences that the health, economic and social crisis is leaving us, we have had to readjust many of the activities and sessions that we had prepared, such as the B2B Sales Academy that we had powered both clusters, with expert consultants from Ekselia.

Now, the training has been tailored to the current needs of the sales teams and Business Developers of the affected companies, and a specific course has been launched, which was presented this Tuesday: B2B Cluster: B2B Sales Academy to react to COVID-19.

In the session starring by Enrico Nebbia, a review was made of the evolution of B2B sales in recent years and, in particular, of the changes that occurred as a result of the coronavirus pandemic.

The context of the B2B sale, before and during the covid-19, is carried out by a buyer –prosumer– who, with the vast amount of information he receives through the internet and the different online channels –BIG DATA– comes across data infinite to be able to buy and choose without having to ask a seller. The user himself contacts the suppliers and knows how to transact online, so if we want the figure of the seller to remain, we have to offer him a differential value to position the consultative sale above the transactional sale.

In this sense, we see how these two worlds are increasingly separated due to digitization and according to the strategy we want to follow, we must invest in more sophisticated computer systems or in more prepared vendors.

The latest studies done in the USA (2015), a pioneering ecosystem in B2B sales, affirm that 1,000,000 sellers will be lost in the next decade in the transition to e-commerce. Because, why do we need a commercial having a catalog, with the technical details? Little by little, the figure of informants is affected and replaced by sellers who know how to adapt to the needs of consumers.

Likewise, the role of social networks plays a fundamental position in the development of customer relationships and this has been seen clearly lately as Nebbia assures: “the level of interaction on LinkedIn has increased 55% in recent weeks“. Selling on social networks requires other approaches, different from traditional channels, it requires personal marketing and content production that provides value to customers. As for the tools, the offer is huge. There are about 8,000 different platforms. Tools are not a problem, but taking advantage of them is, because it takes a process, a sales engineer.

Many things will change and are changing, and for this we need new tools, new ways of working that, surely, do not require so much face-to-face contact with our environment, but to which we must adapt.

If you want to know more about all we talk in the session with Enrico, to expand your portfolio of tools for commercial action that faces the future context of uncertainty and digitalization of processes, you can sign up for training in B2B cluster: B2B Sales Academy to face the COVID-19, which begins on May 29. Registration closes on May 22.

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