Over time, sales have adopted multiple ways to communicate with a prospect whether it be for the first time or during the sales cycle. However, as time passes, and change has a way of making itself known, we need to be aware of the differences and adapt what works for you in your company and your personal sales cycle style.
In order for us to stay together on topic, let’s first define a couple definitions.
What are Multi-Channel Sales and Omnichannel Sales
Sales has taken advantage of multiple channels within the sales cycle including phone calling, in-person meetings, LinkedIn, email, and more. This is called multi-channel sales because we’re using multiple networks with varying messages to touch the prospect. Omnichannel has a more integrated approach, meaning, it needs to be a unified message across multiple platforms, devices, and touchpoints.
Gathering Content for Your Personal Omnichannel Sales Story
According to McKinsey & Company, “83% of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional ‘face-to-face’ sales approaches – a notable sign confidence, given the higher cost and hurdle of acquiring new customers.”
In theory, we can all agree this can be true, but what about in practice? Here are a few guidelines to consider as you begin to develop your personal sales story with omnichannel.
No need to go it alone, go to marketing and evaluate what they’ve put together. If they haven’t done marketing omnichannel or even if they have, find out:
Now that you’ve answered some thought provoking questions, let’s start to build your personal omnichannel sales story.
Building Your Personal Omnichannel Sales Story
There are 3 steps to this process. This is based on experience in our industry.
As you re-draw your sales story, you’ll notice that there’s very little face-to-face. Just because we’re coming out of the pandemic means that we’re going to go back to the way we use to sell. Yes, face-to-face is still part of your process, but it may only be one or two face-to-face visits and the remainder is done digitally.
Is this wrong?
According to the same report from McKinsey & Co, sales models are changing to be hybrid. What is that? A hybrid sales professional interacts with prospects by video, phone, in-person and a variety of apps. They believe 85% expect hybrid sellers to be the norm over the next 3 years.
They also believe “integrated interactions across the buying journey could turn the learning curve of the last 12 months into a new trajectory for growth.”
We’ll all had to adjust our sales process and tactics. If you’ve done some of this work already, this will only fine tune what you’ve put together. If you haven’t done some of the steps outlined, you’re not too late. This can help fuel the sales funnel with a process that fits the way your prospects want to get their information and communicate.
Don’t forget, to get started by opening a free account with SalesLeads. Our team of researchers have identified projects where you can immediately apply your new omnichannel sales process. Take a look at what projects are going on in your area right now.