Before 2020, B2B sales of complex solutions and services were conducted almost entirely in person. All that changed with the pandemic. Now, much of the process from lead identification to close is done virtually, requiring organizations and salespeople to hone new methods of connecting and communicating with potential buyers.
Like so many other aspects of work, B2B selling isn’t going back to a pre-pandemic normal. In a late 2020 McKinsey survey of B2B buyers, just 20% said they’d prefer returning to traditional sales models. The rest favor the new approach, with the option of using digital sales tools and channels.