A Proven Digital Sales Strategy for Successful B2B Selling

Summary

In this video, Brent Adamson discusses the future of B2B selling in a digital-first world. He emphasizes the importance of creativity, innovation, and experimentation in building unique digital experiences. Adamson outlines a three-step approach for suppliers: designing immersive digital experiences, highlighting subtle differences in their solutions, and integrating human sales reps into digital interactions. By blending human engagement with digital platforms, businesses can meet customer needs effectively and create a sales organization that stays relevant in a rapidly evolving market.

Takeaways

• 💡 Creativity, innovation, and experimentation are essential in today's market.
• 🚀 Digital transformation is inevitable and already happening; businesses must embrace it.
• 🔍 43% of customers prefer a rep-free buying experience, and this preference must be acknowledged.
• 🎯 Suppliers should view the digital shift as an opportunity to innovate, not a crisis.
• 🌐 Step one: Create unique, immersive, and engaging digital experiences, like augmented and virtual reality.
• 🏆 The goal is not to follow best practices but to become the best practice.
• 🍞 Step two: Identify subtle, unique aspects of solutions and embed them in the digital experience like breadcrumbs.
• ⚡ Digital engagement involves shallow learning, skimming, and scanning, so nuances must be easy to find and understand.
• 🤝 Step three: Embed human sellers within digital experiences to enhance customer understanding and engagement.
• 📈 The future of selling combines human and digital interactions, creating a seamless experience for customers.

Q & A

What is the key focus in today's business environment according to Brent Adamson?

The key focus in today's business environment is on creativity, innovation, and experimentation, emphasizing doing something different rather than just maintaining the status quo.

Why is it important for businesses to acknowledge the 43% of customers wanting a rep-free buying experience?

It's important to acknowledge the 43% of customers wanting a rep-free buying experience because it reflects the shift towards digital buying, and ignoring this demand could mean missing out on a significant portion of the market.

What are the three steps suppliers can take to turn a potential crisis into an opportunity, as mentioned in the script?

The three steps suppliers can take are: 1) Design and deploy unique and immersive digital experiences, 2) Identify moments of nuance that highlight the differentiation of their solutions, and 3) Place sales representatives within the digital experience to guide customers and help them appreciate the nuances.

Why is it not enough to just redesign a website according to the script?

Redesigning a website is not enough because it requires a ground-up rethinking of customer interactions, incorporating real-time online experiences, immersive digital worlds, augmented reality, virtual reality, and interactive content.

What does the script suggest about the solutions that are likely to win in the digital space?

The script suggests that the solutions likely to win are those that are innovative and not just copies of what already exists, as waiting to copy others will miss the point of differentiation and innovation.

What is the concept of 'moments of nuance' as discussed in the script?

Moments of nuance refer to the specific and subtle ways in which a supplier's solution is different or better, which need to be strategically highlighted within the digital customer journey.

How should suppliers ensure that their nuances are effectively communicated in the digital world?

Suppliers should ensure that their nuances are findable, understandable, and meaningful by strategically placing them within the digital experience, considering the digital world's tendencies towards shallow learning, skimming, scanning, and skipping.

Why is it crucial for sales representatives to be part of the digital experience?

Sales representatives are crucial to the digital experience because they can provide human assistance to help customers not only see but also appreciate the importance of the nuances within the digital interaction.

What is the vision for the sales organization of the future as presented in the script?

The vision for the sales organization of the future is one where human and digital customer interactions are integrated, with sales representatives being an essential resource within the digital experience rather than an alternative to it.

How does the script suggest engaging customers on their terms?

The script suggests engaging customers on their terms by being present in the digital space where they are likely to be, thus meeting them where they prefer to interact.