But if cold calling was ineffective before digitalisation, it is now an insurmountable source of frustration – particularly if you are calling to tell a buyer something they can research online however they prefer.
As sales inexorably shifts from the traditional face-to-face italian whatsapp number model to a more hybrid approach involving many channels, sales reps are rethinking their roles.
They no longer “sell,” but act more as consultants, reflexively inserting themselves into the non-linear process of B2B decision-making. Covid lockdowns were a rehearsal for this new reality, as sales reps were unable to travel and sales shows were cancelled.
The budget saved on travel could be invested in digital tools or creating additional content, which helped sales reps find new ways to add value.
The strength of a successful B2B brand revolves around trust and expertise, and this is where sales reps need to focus their efforts. It’s less about “closing” sales and much more about building fruitful relationships.
Sales reps can leverage their unrivaled knowledge of their customers or client base to suggest additional products or services and alert buyers to requirements they hadn’t previously actively considered. Acting “nakedly” as a salesperson will decrease trust; giving relevant advice increases it. This is why personalization is so important – and why ignoring it is such a danger.
