The pandemic accelerated the digital transformation of business. We all remember how long it took for some to accept automated attendants, email, and texting. That was because the progression wasn’t driven by an unexpected disruption. The pandemic forced us to move more rapidly into online virtual communications. As a result, we have had to adopt a whole new “Just in Time” (JIT) strategy to selling.
Influencers abound
Your customers’ view of face-to-face meetings has changed. A sales rep is only one stop on the information highway now. I’m sure you have found that in some cases your customer knows more about the product than you do. Your sales strategy has to adjust to the new reality. As an account representative, you need to become better equipped to respond to the customer with unlimited access to the internet. Brett Adamson advises: “The amount of product and service information available to B2B customers has become overwhelming. Analyst reports, corporate blogs, display advertising, email marketing, infographics, podcasts, white papers, word-of-mouth recommendations — all are competing for the opportunity to influence buyers.”
The delivery issue
Just In Time delivery has become more important than ever thanks to shipping competitors like Amazon. According to a recent study from Merkle there has been a sharp increase in the number of B2B buyers who complain about delivery times. Of the decision-makers polled, 44% agree that “it takes far too long to make a purchase from most of our B2B suppliers.” This was up 28% in 2020.
Ingredients of importance
Consider these six ingredients that are now of increased importance to your delivery operations:
- Consistent on-time and accurate deliveries
- Speed of response and adaptation to changing plans
- Customized products and services
- Expertise, information, and support
- Ability to teach new skills/knowledge
- A progressive approach to all company stakeholders (Executive, Operations, Finance, Administration, IT, Marketing and Sales)
Make adjustments
Today’s B2B, face-to-face seller, must focus on making adjustments to his process and delivery operations in accordance with the new Just In Time strategy.
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