Omnichannel here to stay for B2B sales

Covid-19 has cemented omnichannel interactions as the predominant path for B2B sales.

Buyers now prefer a cross-channel mix of in-person, remote, and digital self-serve interactions in equal measure – despite in-person engagement re-emerging as an option.

83% of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, “face-to-face only” sales approaches.

This holds true across geographies: decision-makers in South Korea, China, and Spain are among the most enthusiastic.

As purchasing goes omnichannel, sales models will go hybrid.

Salespeople who interact with customers via video, phone, apps, and occasional in-person visits will become the predominant sales role.

For more information, see “Omnichannel in B2B sales: The new normal in a year that has been anything but”,
McKinsey & Company, March 15, 2021.