What is the future of direct sales in a b2b environment?

To answer this question fully you need to consider something we have been discussing in our sales training courses since 2018, the implementation of SEP’s (Sales Engagement Platforms), software tools that help sales teams automate and optimize their sales processes. They can include features from marketing automation platforms (MAPS) such as email tracking, calendar management, lead generation and qualification, building a bridge to customer relationship management (CRM) database systems.

Some SEPs may also incorporate artificial intelligence (AI) and machine learning to help sales teams predict customer behaviour and implement personalised outreach strategies by accessing all the available information held not only on the company’s servers, but also by retrieving client data from the wider internet.

Predictions are 95% of Salespeople Will be Replaced by AI by 2030 (Matthew King), Google, Microsoft, Facebook, Amazon, and Salesforce are currently investing Billions in SEP’s incorporating AI.

The future of direct sales in a B2B (business-to-business) environment is likely to involve a combination of traditional face-to-face sales techniques and modern, digital methods of communication and outreach. Here are some trends that may shape the future of direct B2B sales:

1. Increased use of digital channels: Direct B2B sales are likely to increasingly rely on digital channels, such as email, social media, and video conferencing, to reach and engage with potential customers.

2. Personalisation and customisation: As competition in the B2B market increases, sales teams will need to personalise their sales approach and tailor their messaging to the specific needs and goals of individual customers.

3. Greater emphasis on value: In a B2B context, sales teams will need to focus more on demonstrating the value and benefits of their products or services, rather than just relying on traditional sales techniques.

4. Use of data and analytics: Sales teams may use data and analytics to better understand their target market and optimise their sales efforts.

5. Increased use of automation: Automation and artificial intelligence may be used to streamline and optimise sales processes, such as lead generation, qualification, and follow-up.

Overall, the future of direct B2B sales will place greater emphasis on personalised, value-based selling and the use of data and technology to optimise sales efforts.

Conclusion: As we move forward, technology will continue to impact the sales process mainly using Artificial Intelligence in pre-sale and post-sale, this is making many of the skills taught in traditional sales training courses redundant, on the other hand it will give sales professional more time for actual selling.

AI is not good at soft skills like building relationships and dealing with customer objections on the fly, these areas still require input from a real human who can show true empathy and build trusting relationships.

At Novalead our sales training focuses on building the soft skills that will always be the remit of a human salesperson, establishing a relationship, understanding the customer’s needs and pain points, providing personalised recommendations, handling objections, negotiating, and encouraging the customer to persuade themselves.

Contact us to out about our Empathic Selling™ Process - Humanising Sales in a Digital World