Trends in B2B sales 2021

In 2021, digitalization catapulted to the top as a priority topic. This is having an impact on trends in sales. We have summarized the most important trends in sales. Have you already integrated all of them into your everyday work?
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In a digital age The markets are changing rapidly and the trends in B2B sales are also changing with progress. Buyers in the B2B market are getting younger. Today it is mainly people in their mid-thirties who make the decisions about deals. They are Digital Natives, are used to shopping online and expect to receive individual advice on purchasing decisions that they have to make for professional reasons – just as they are used to in their private purchasing behavior.

According to a study by Roland Berger and Google, around 50 percent of deals are made by digital natives. However, only around 40 percent of sales departments in Germany have a strategy for digitizing their sales. A few of the trends in B2B sales 2021 are easy to implement and bring every sales department one step closer to success.

The topic digitalization is actually nothing new, but it is still an enormous challenge for many companies, especially in the B2B sector. For them, the new consumer behavior of the target group means that they have to quickly rethink and optimize their sales process in order not to lose leads. But smaller companies in particular simply lack the resources to commission agencies or employ specialist staff.

In view of the rapid changes, the questions arise: What does the future of B2B sales look like and what should B2B companies pay attention to today? One thing is already clearly emerging in the trends in B2B sales: Social Selling and customer communication will play an important role in the success of a company.

To recognize what will be successful, it is important to Consumer behavior of the young generation. The communication and relationship behavior of the so-called “Millennials“ – that is, those born between the early 1980s and the late 1990s – differs significantly from the previous generation.

Millennials are used to to shop onlineThey prefer to get information from the World Wide Web rather than contacting a sales representative in person or browsing through endless catalogs. They also expect a response at any time, because they themselves are always available. And they use Facebook, XING and LinkedIn to build networks and maintain relationships. All of this also has an impact on the B2B market .

In addition, more and more new players are entering the B2B market and reshaping the competitive environment. Digital Playerswho come from the B2C sector are increasingly trying to compete in the B2B market. B2C companies are using their experience in dealing with customers. B2B companies still have a lot of lessons to learn here. Which trends in B2B sales are crucial for a successful company in 2021?

The Internet is becoming the most important place for contact with business customers – and the trend is moving towards Social SellingSocial selling means giving the customer a added value by providing information about the product and its usefulness in as many places on the Internet as possible. This should create trust and, as a positive side effect, the provider markets itself as knowledgeable and helpful.

But the main thing is to create a kind of “digital relationship” with potential customers via social platforms such as LinkedIn, Twitter or Instagram. The basic idea from an entrepreneurial perspective is that they present themselves so well in social networks that potential customers come to them on their own. Products are no longer sold, but solutions to a current problem. It is equally important that Salespeople get a face and not just an anonymous voice on the other end of the phone, for example through networking on LinkedIn. Decision-makers can also be addressed directly via platforms such as LinkedIn. Social selling has long since arrived in the B2C sector and is now also making its way into trends in B2B sales.

Happy like in B2C: Creating a positive user experience

Millennials expect the same standards when shopping as in the B2C sector. This means that they want to receive individual advice online and have the opportunity to shop at any time of day. interaction For B2B companies, this means providing information and ordering options in a simple and intuitive way in the web shop and providing contact details.

Chatbots are a way to create as much interaction as possible, but also Guided Selling Tools offer a simple and good way to create added value for users. Other factors that are important for the young target group are personalization and convenience. Successful online sales are able to respond to the needs of the customer and suggest the right product after just a few clicks.

Guided Selling B2B FoxBase

Learn more about Guided Selling in our white paper.

It’s all about the mix: connecting online and offline sales

Digitizing sales does not mean that traditional customer service and field sales will disappear in the future. digitalization Rather, it offers the opportunity to simplify work processes. For example, customer advisors can quickly and easily access the entire portfolio of products on the go with the help of digital services and devices such as smartphones or tablets.

In addition, newly developed Tools The sales staff can filter out the right product in just a few clicks to recommend it to the customer. With the right tools, sales processes can save enormous amounts of time and increase the efficiency of B2B sales. Such tools can Product configurators or a sales app. Digitalization plays a major role in the trends in B2B sales, but ultimately it will be important that digital and personal sales go hand in hand, because personal contact In the end, you don’t want to do without it, as the social selling trend shows.

Understanding customers means using insights correctly

The market is changing rapidly. If you want to keep up, you will have to observe market trends and gather information on the purchasing and decision-making behavior of to analyze customers. The customer journey can be traced very well today with the help of collected data.

  • How do website visitors move?
  • Which page did they land on the landing page from?
  • At what point in the purchasing process do they drop out?

Such questions can be answered with Google Analytics or other implemented tools.

However, to take a critical look at digitalization, this also means that sales must collect more data in order to tailor products and services even better to the customer. Without at least a weak digital footprint customers, it is becoming increasingly difficult for companies to react quickly to market trends. Knowing and understanding numbers is extremely important in order to recognize market trends in “real time”. Analytics tools are therefore one of the major trends in B2B sales today.

The digitalization offers exciting Opportunities for sales. Key points are:

  • simplification
  • optimization
  • efficiency

Salespeople and the personal customer advice are still important for a successful purchase, but a significant change in the customer journey It can be observed that personal contact is increasingly only made after the customer has already gathered information online and the purchase decision has already been made. Accordingly, sales processes must become simpler, faster and more convenient and potential customers must be reached as soon as they start searching for a product on the World Wide Web. It will therefore be important to attract customers' attention early on, for example with social selling - and this also applies to the B2B market!

Despite the many predictions about online commerce, many companies today are still asking themselves how much potential the digitalization of sales really has.

Our answer: a lot! Most B2B companies have so far only spent a fraction of their sales budget on digital channels. This is not only well invested in paid advertising on Google or Facebook, no, there are now also other Investments in digitalizationthat bring significant benefits very quickly.

For example, equipping sales departments with tablets that allow salespeople to flexibly access both the product portfolio and customer data can effectively and quickly increase a company's sales.

Digitalisation now offers great opportunities, especially for companies that sell products in large quantities and products that require explanation to a partially anonymous customer base. In ten years, the trends mentioned will already be part of everyday business. In order to keep up with digitalisation and drive your B2B company forward, now is the right time to develop your own Restructure salesLarge companies such as Henkel and Telekom have already digitized their sales and are seeing success. Today's customers also live out their desire for individuality in their consumer behavior. This is where our Digital Product Selector one that strongly Desire for individuality and creates real customer loyalty.

The Digital product selector from FoxBase will help your company to digitalize sales in a future-oriented way. Contact us!


We look forward to your inquiry about the Digital Product Selector. Let's digitize B2B sales together in a sustainable way!

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