How to Understand & Thrive in Digital Sales
B2B sales is an ever-evolving ground. There is always something new and upcoming that spreads to the whole market and every company is trying to gain an edge over the others. In the last few years, digital sales has garnered a lot of attention. And even if it wasn’t really considered by many, it became a necessity for everyone during the pandemic.
Even though conventional sales practices are still in use, digital sales have opened up a whole new way of marketing and selling. Before we get into how to use the Internet to our advantage, let’s take a glimpse at what digital sales is.
What is Digital Sales?
Digital sales is the kind of selling conducted through or over a medium supported by the Internet. Any activity that accelerates or is a component of the sales process and can be done digitally is a part of digital sales – social media, content marketing, email marketing, etc.
In a broader perspective, when you interact with your prospects virtually to add meaning and value to your product and pitch, you are practicing digital selling. With the amount of digitalization that characterizes our world today, it is not a surprise that we would incorporate these technologies in the way we sell as well.
7 Strategies to Thrive in the world of Digital Sales
1. Conduct web-based events like webinars
When you are selling digitally, it only makes sense to conduct events over the web to boost your visibility and authority. A webinar is one of the most effective digital sales strategies, where you can directly communicate with the interested segment of your audience via the internet – 73% of marketers consider webinars to be a great source of quality leads.
If you can put together an insightful presentation to share, you are not just establishing yourself as a thought leader, but also engaging with your audience and providing them with value. Gather up your resources, incorporate the tips and tricks, give it a practice run and get ready to drive your sales through the roof.
2. Make Use of Social Media
No amount of words or data can emphasize the importance of social media marketing in digital selling. Social media platforms provide you with the opportunity to connect with your prospect and their company on a human level, where you understand and analyze their interests and preferences. 84% of VP-level buyers are influenced by social media while they are looking to make a purchase.
Join discussions and groups on LinkedIn and Quora, share meaningful content across platforms, and establish yourself as an expert in the industry. Comment, reply to comments, put in impactful information and you’ll be able to separate your warm and cold prospects on the basis of engagement like the 66% of marketers who brought in leads from social media.
Also, if you’re wanting to make it big in digital sales, you need to maintain a credible digital presence, which again is your social media.
3. Empower loyal consumers turned evangelist
About 60% of marketers say that referral programs generate a high volume of leads because there is nothing that prospects find more reliable than a referral from a peer. Your loyal consumers are the most valuable form of marketing because when they are happy with your brand, they tend to refer to and recommend it.
But it is not like they would go about praising you randomly; you need to give them a platform to display their appreciation, which is not something your conventional sales methods can do.
When you are selling digitally, you can post testimonials from your evangelists on your social media as well as the brands. Collaborate with industry experts and influencers who might have used your product and get a review out of them. You could also do blog posts with their experiences.
All in all, happy customers mean more customers.
4. Create content out of the personal experience
Helpful and original content goes a long way when you are involved in digital sales. But how do you know what to create and what not to? Put yourself in your audience’s shoes. Think from their perspective, needs, and interests.
If you’re seeing a lot of questions on your social media, you could channelize answers into your content. If you have a number of noteworthy clients, you could create content out of their experiences as case studies, which makes your brand humane and personal.
Customer testimonials and case studies are considered the most effective B2B content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. Additionally, prospects can find more information on the working of your product from the content.
5. Embrace the Digital Natives as Buyers
Did you know that B2B buyers are typically 57% of the way to a buying decision before actively engaging with sales? ‘Digital Native’ need not necessarily be your young buyer who does his research before getting in contact with a salesperson.
It can be anyone who is through their decision-making process, drawing conclusions from the digital presence of a brand. Since you’re into digital sales, you have no option other than to embrace these modern buyers.
To effectively influence these buyers, you have to follow a couple of steps, starting with the ramping up of your digital personality and impression with quality content and engagement. While you are in interaction with them, learn what they know about you, so that you can add value simultaneously. Include the digital natives in your team, because they are the fastest fingers with the digital sales tools.
6. Enable Multi-channel customer connections
While you’re promoting your label online, marketers advise using an omnichannel approach to digital selling. It means that you harness all platforms you can to build brand awareness and increase visibility, because the more you are seen, the more you are likely to stay in your prospect’s mind.
Also, it is a big consumer retainer – Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to businesses that don’t.
Design a mix that fits your company. Maintain a blog, social media handles, a website, create targeted landing pages, and set up inside sales and marketing teams that can handle cold calling and cold emails.
Pay attention to your consumer needs and preferences before you figure out the channels to use. Be consistent with your content across your channels and leverage CRM and AI tools to stay on schedule.
7. Leverage Analytics to Power Sales Decisions.
Most traditional sales teams go with their instinct about what will work and what won’t, but with the evolving B2B industry, data is taking over the gut. Now, decisions are reached after considering statistics and analytics in order to make a better choice.
Depending on what goal you are trying to achieve from your campaign, you must decide on a few metrics that will determine the success of your campaign. If you constantly monitor the growth or record of your marketing and sales campaigns, you would know which area needs more resources and which program is effective, hence making it easier to sail through the year than other companies that do not.
Over to you…
Digital sales is definitely the forward way of selling – this was something leaders were convinced would take the B2B industry by storm in the next few years, not knowing that 2020 would compel us to sell digitally, even when we were way under-prepared. Yet, teams all around the world worked with it and adjusted themselves to a new normal.
Now that it is the most comfortable way of selling, there is no doubt that most sales will go on this way. And if you want to keep up with the time and the market, you must master the skill of digital selling, else the future might just leave you behind.
However, if you feel your way ahead still seems blurred, you can seek advice from B2B sales and marketing consulting firms. They not only have the required expertise but also have the needed experience to guide you through the blind spots.
Do you also want to ace Digital Sales? Contact us today and we will take care of the rest!