Building trust despite changing customer touchpoints
Trust and relationship building remain central to technical B2B sales, but the touchpoints are changing. Customers are increasingly favouring digital channels for initial contact, although personal contact is still important.
1. Traditional sales
Focus on personal meetings (face-to-face)
2. Digital change
Use of digital channels for initial contacts
3. Hybrid model
The future lies in the combination of personal contact & digital communication
Increasing customer expectations
The expectations of B2B customers are becoming increasingly similar to those of B2C customers. Sales employees must be constantly available via modern communication media. Customers expect 24/7 access to relevant information and data as well as immediate answers to their questions. This increases the pressure on sales considerably.
Sales employees must be available at all times
Customers expect access to data around the clock
Fast response times are crucial
New competence wheel for B2B industrial sales
The digital transformation has resulted in a new skills wheel for B2B industrial sales. This comprises five core competences: Technical Expertise, People Skills, Sales Skills, Social-Communicative Skills and Digital Skills.
Technical expertise
Sound product knowledge
Personnel expertise
Self-management and development
Sales expertise
Closing power and negotiating skills
Social-communicative competence
Interpersonal skills
Sub-competences of digital competence
Digital competence in tindustrial B2B sales is made up of five sub-competences: Digital Technology, Digital Social-Communicative Skills, Digital Sales & Marketing, Digital Leadership and Data Competence. These skills are crucial for operating successfully in the digitalised business world.
Digital Technology
Handling IT equipment, CRM systems and digital tools
Digital social-communicative skills
Digital communication, social media, digital trust
Digital sales
Use of social selling, digital business models, digital solutions
Digital leadership
Leadership in the digital transformation
Digital marketing
Digital brand management, marketing automation
Data competence
Data analytics, data interpretation
The competence wheel of Kompetenz
Digital competence in technical B2B sales comprises five sub-categories: Digital Technology, Digital Social-Communicative Skills, Digital Sales and Marketing, Digital Leadership and Data Competence. The framework is lifelong learning. Sales employees need a constant desire and willingness to learn. Professional development and training are essential in order to be able to take on new roles in sales and learn the necessary technologies.
Importance for older employees
Older employees in particular should be supported in developing their digital skills and keeping up to date.
Importance for older employees
Older employees in particular should be supported in developing their digital skills and keeping up to date.
Other important skills in industrial B2B sales
In addition to digital skills, traditional skills remain important. Technical expertise, product knowledge and market knowledge remain key. New topics such as sustainability require additional expertise. Intercultural expertise is becoming increasingly important in international teams. Customer orientation and adaptability are crucial for success in the new customer journey. Technical B2B sales is developing into a hybrid form that requires both analogue and digital skills.
Technical expertise
Sound product and market knowledge
Intercultural competence
Understanding of international business relationships & other cultures
Customer orientation
Focus on customer needs and expectations in digital times
Sales competences
Adaptability, solution selling, sales knowledge, closing skills