Choosing between a Sales Force and Digital Assets
Reaping rewards in online and face-to-face channels
Interesting new research indicates where to focus digital investments so that they will reap rewards in online and face-to-face channels.
Historically it was said that B2B customers would shun digital channels, explaining why many suppliers have been slow to make significant investments in them. New research, however, puts that claim to rest, but it also makes clear that B2B suppliers cannot choose between a great sales force and great digital assets and capabilities.
Choosing between a Sales Force and Digital Assets to drive growth, You need both.
The study goes on to say that ‘companies should see their initial digital investments as the glue that holds together a powerful multichannel sales strategy.’
The findings from the study conducted by McKinsey and Company which surveyed over 1000 buyers in 4 countries to produce the report, states that an overwhelming 76 percent of B2B buyers find it helpful to speak to a salesperson when they are researching a new product or service. However for repeat purchases that number falls to around 50 percent.
Slow Response Times Leads to Frustrations
A common and probably not unusual finding from the study is that one of the largest frustrations of buyers is slow response times. These are cited as by far the biggest frustration for buyers, bigger even than pricing issues.
The survey points out that the need for two different sets of digital investments, Customer Facing, and Sales Force. You can read the full article here.
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