Selling will always continue to be the most dynamic function in an organization considering the inherent nature of it to be always outward-looking. Every external variable and stakeholder, most importantly the buyer, the distribution network, the suppliers, or the overall macro environment as a whole impacts the way you sell. We already have seen how swiftly we had to adapt to the business environment changes that the pandemic brought in the last couple of years.
If there is one thing we have learned in the last couple of years, especially for those in the profession of selling is to keep an eye on how the external world is changing and prepare ourselves for the future. At this moment, it seems 2022 will continue to have uncertainties, but with the learnings we all have had, we are much better prepared to manage them and rather convert them into opportunities for growth.
Here are 3 key B2B selling trends which will drive growth in 2022 despite all odds.
1. Intelligent Prospecting
Prospecting has not remained the same with the buyers much more informed and researched about most of their purchase needs. Also, with the increased competition, getting time and mind space with the buyer has become now the biggest challenge for sales teams.
A recent Hubspot study gives some alarming numbers on the changing buyer preferences around the way we do prospecting today. As per the study, only 24% of sales emails are opening, it takes an average of 18 calls to actually connect with the buyer and the worst of it is that at least 50% of your prospects are not a good fit for what you sell. What it essentially conveys to us as sellers is that we are wasting a whole lot of time on prospecting which is not productive at all.
The answer to this in 2022 will lie in bringing a lot of intelligence to our prospecting process and with the dynamic world, we are living in, learning from our results every day. Mapping the persona of your customer is the most important step here, the more specific and focused you are on your targeting consumer, the more optimal will be your prospecting time and costs. As you grow, you should also look for specific prospecting tools available in the market which will help you do intelligent targetting.
2. Virtual Selling
As per the 2021 Linkedin State of Sales Report, 55% of buyers say that working remotely has made the purchasing process easier. This is only going to go upwards as more and more buyers find time, productivity, and faster turnaround benefits while making their purchases virtually.
Essentially, that means that sales teams and organizations need to change their selling processes, technologies and learn some of the new skills to adapt to this evolving buyer preference. While most teams have got comfortable with using video conferencing tools, engaging the buyers over remote calls and making sure that a personal connection with the buyers is established is a continuous challenge for sales teams.
Virtual Selling Platforms and Sales Intelligence tools are the newbies making their mark here and will become a must need in 2022 for any salesperson talking to a buyer remotely. Spending some more time on buyer research and their personas will ensure the relationships do get develop even over these virtual calls.
3. Nuanced Objection Handling
No matter how good your product is or how competitive your pricing is, in today’s world everyone prefers a buying experience that is wholesome and generative for them. In a B2B selling scenario, this becomes further important as business professionals involved in a plethora of meetings today want to optimize their time and maintain their focus on productive outcomes in everything they do
Essentially this means you have to ensure that you study your buyer purchase process and make your selling attuned to it. More and more buyers are preferring to spend their own time on research before they start meeting partners and where they want to have their specific business nuances to discuss. If and only if you are able to satisfy these buyers’ problem statements in your selling approach, you get time further with them.
The challenge for sales teams in 2022 will be to ensure that they are able to elevate themselves from giving standard sales pitches to personalizing their approach for different types of buyers and also to have an objection handling repository and technique to maneuver a more researched and knowledgeable buyer.
The world of buying and selling is moving fast, buyers are evolving in their purchase approach and process, it is time for selling teams to meet them where they are and not lagging behind. 2022 is a perfect opportunity for sales as a profession to climb up the ladder in terms of intelligent value-selling.
We at zipteams.com are building the perfect platform for the future of selling. Do reach out to us to take a leap with your selling in 2022.