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How B2B sales and buyer expectations have changed since COVID-19

22 January 2021

Whether we like it or not, we have had to adjust to the new way of working and procuring due to COVID-19. There has been a wide range of benefits for those organisations that have been fast to adapt to the changes. When technology and systems are in place, the cost of acquisition is significantly reduced compared to traditional selling methods. It is important, sales professionals adapt to the new way of selling.

Click here to find out more about the Mckinsey report:

Mckinsey launched a survey of B2B businesses across 11 countries in seven sectors and across 14 categories of spend. 1 These findings reveal three emergent themes that we will continue to track:

  • Spend. While companies are generally reducing spend, a sizable number are increasing or maintaining it, with rates depending on company size, sector, and—more than any other factor—location in the world.
  • Digital. Looking forward, B2B companies see digital interactions as two to three times more important to their customers than traditional sales interactions.
  • Remote. Almost 90 percent of sales have moved to a videoconferencing(VC)/phone/web sales model, and while some skepticism remains, more than half believe this is equally or more effective than sales models used before COVID-19

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