For marketing and sales , this reality opens up a world of new possibilities for interaction between companies and their customers or potential customers.
A proven way to achieve efficiency in this relationship is to opt for omnichannel sales tools that adapt to your strategy in each area:
- digitalization of your catalogs
- automation of your offers
- personalization of your purchasing processes and experiences
- in-app communication and after-sales service with your contacts
- commercial monitoring of results and analytics of your sales teams
- planning and organization of in-person and/or telephone sales teams
- etc.
In addition, it is essential that you connect the different order generation channels with your ERP in a single integration process. In this way, all orders, regardless of the channel they come from, enter your ERP in a matter of seconds .
The cost savings will be incredible!
What is omnichannel sales
What is B2B omnichannel sales ?
From the company's point of view . Omnichannel sales are those that, regardless of the channel in which they are carried out, do not generate additional operating costs derived from exclusive non-automated commercial processes (from the creation of the product that generates the orders until they are recorded in the company's resource planning system; ERP).
From the customer's point of view . Omnichannel sales are those that, regardless of the channel in which they are carried out, provide a fluid experience without any detriment to the benefits received when compared to sales carried out on another channel.
This requires having the different tools of the different chinese overseas canada database channels connected so that you can be in contact with the company through any of them, without going back in the interaction.
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What are the B2B sales channels to the customer?
The sales team in face-to-face or telephone sales , the website in distance sales with an eCommerce oriented to B2B (sales to companies) and/or one to B2C (sales to individuals), the different Marketplaces , the different social networks , the messaging applications , even the videoconference chats...
They are all communication and sales channels today in your omnichannel strategy .
Hyperconnected sales channels - omnichannel strategy
Example of a B2B multichannel (not omnichannel) sales strategy and its consequences
Selling through different channels independently, without connecting them together.This strategy brings with it risks of discontinuity in interactions with customers and/or contacts.
We force them to go back in a conversation because where they left off in the initial channel was not updated in the new channel they subsequently contacted us through.
Additionally, this strategy generates incremental costs since each channel will require additional resources (people and time) for its proper operational management.
Hyperconnected sales channels - multichannel strategy
How to prepare a B2B omnichannel sales strategy ?
Below we present a series of steps necessary in preparing an omnichannel sales strategy .
It is worth mentioning beforehand that it is advisable to have the support of professionals in the two key areas for success; technological sales ecosystem (sales tools) and digital marketing (attracting audiences). This is the way to guarantee results with the tools and work of a Google shopping agency .
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1- Select the channels you want to sell on:
It is important to achieve company presence in the channels where it can establish greater communication with its target audience .
To do this, you need to know your audience and their preferences . This is the way to encourage interaction in the sales channels they use most. This way, you can plan the integration between them.
2- Keep your databases updated:
It is necessary to implement processes to synchronize and update your customer database. This will help you eliminate inconsistencies and keep all contacts with you up to date.
To do this, it is important to opt for an omnichannel technological tool that guarantees the result of the process.
3- Have an information support system:
Have the incremental support of a relational CRM platform , which facilitates the monitoring of conversations with customers and records each one of them.
Transactional CRM (ordering, billing, visits, etc.) must be provided by the partner chosen for your technological sales ecosystem (tools).
Technological-ecosystem-omnichannel-sales
With these tools, the company has all the information related to each client and/or contact, in a practical and simple way, and can make better decisions.
4- Ensures the integration of the offer:
It is essential to offer the customer all the necessary comfort in the purchasing process, adapting to their needs and preferences.
To do this, any action that guarantees fluidity in the transaction must be rewarded for cases in which the physical and virtual worlds coexist, that is, allowing all options for the purchase and delivery of the product.
At this point, digitalisation of the catalogue is mandatory. It is the basis for efficient omnichannel. Create your personalised catalogues and display them on the sales channel in which you want to promote them to sell (face-to-face or telephone sales with sales teams, B2B or B2C eCommerce , Marketplaces, Social Networks , etc.). They do not have to be the same if your strategy is to personalise the offer by sales channel.
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5- Focus on increasing customer utility:
It is very important to take into account the suggestions, recommendations and concerns of customers in order to offer them solutions.
For example, they can count on their purchase history , the possibility of duplicating orders without starting from scratch , updated real stocks, and the facilities and extras for shipping or delivery...
B2B_Comprehensive_Client_Sales_Management
6- Apply continuous improvement and evolution:
You have to be aware of how highly competitive the current business environment is. Customers are increasingly demanding, so it is necessary to stay up to date with service trends in this hyper-connected world.
Don't stop incorporating improvements in the technology used to achieve ever greater customer satisfaction.
Omnichannel-continuous-improvement
7- Train and organize your work team:
The success of the team requires adequate leadership, combined with proper training not only in the company's omnichannel sales strategy, but also in the disciplines that are the responsibility of each area.
The goal is to ensure that all its members work focused on the objective of what they want to generate in the client ( attraction, conviction, decision, satisfaction, emotion, recommendation, etc.)
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8- Take advantage of the benefits of the cloud at all times:
Finally, it is important to take into account cloud-based technological solutions . The cloud offers greater capacity and the possibility of connecting from any location, facilitating the synchronization of actions that will allow achieving customer satisfaction.
