During the epidemic, companies with expanded sales channels gained market share.
The findings came from a December 2021 worldwide B2B Pulse study of approximately 3,400 decision makers in 12 countries, including the US. Most B2B executives surveyed felt their sales models were as effective or more effective than their pre-pandemic models. In fact, 33% thought their new models were significantly more effective, and 37% said they were somewhat more effective.
Customers are happier with the sales model as more organisations offer face-to-face, remote, and online contacts, according to a recent McKinsey survey.
Digital commerce’s role in interacting with suppliers’ sales staff has grown since the epidemic began in early 2020. According to a McKinsey poll conducted in August 2020, only 22% of respondents used digital self-serve models (business websites, ecommerce, chatbots, internet searches, mobile applications, etc.) to find new suppliers. A similar percentage indicated they used digital self-serve to find new suppliers. But six months later, digital had increased to a third in both categories. In December 2021, digital had a slightly higher share of new orders and reorders, with 35% and 36%, respectively.
In late 2021, about a third of B2B decision makers used distant human interactions to connect with suppliers’ reps, down from over 40% in August 2020. A similar percentage used traditional interactions like meetings, letters, and faxes. About two-thirds of buyers choose remote human contacts or digital self-service in 2021, the survey said.