As we transition to a time where in-person engagement is more of an option for B2B sales, recent McKinsey research shows that buyers actually prefer a cross-channel mix.
I was happy to see this report come out for a few reasons: 1) I’m a fervent fan of hybrid models; 2) I have a hunch this research could apply and be relevant across industries and settings; and 3) I love new research and data on human behavior and sentiments.
Based on McKinsey’s report, 66% of buyers prefer remote human interactions or digital self-service. Not only is it preferred, but the data shows that omnichannel is as or more effective than traditional methods – a sentiment that has grown sharply (from 54% to 84%) in the past year.
Check out the data visualization below for more detail.
So, what are the implications of the omnichannel or hybrid preference for buyers and sellers?
- As purchasing goes omnichannel, sales models – including sales reps – will too.
- Expect a learning curve for field reps to make remote interactions feel as intimate as in-person experiences (ie, providing proofs of concept and digital demos)
- Conflicts with various sales channels
How does this land on you? Is it tracking? Does it rub you the wrong way? And I’m curious, what about for you and your work? Or even your personal life?
I’ll leave you with one of the ways McKinsey summed up their research: “While no standard playbook has yet emerged for handling these challenges, one common theme holds true: Companies continue to innovate in their sales approaches and pivot resources at speeds not previously experienced in B2B sales.”