The B2B sector is transforming. In a nutshell, when it comes to conducting business, it’s out with the old, in with the new. Traditional face-to-face meetings between buyers and suppliers that have always been central to B2B sales were forced onto Zoom and Skype during the pandemic. But it’s not just Covid-19 that has driven the change.
Enter the new generation of B2B decision makers. Millennials, also known as Generation Y, now account for around three-quarters of all B2B purchasing decisions1. They’re young, digitally savvy, and have grown up in a world where they can order anything and everything online, anytime. It’s only natural these behaviors would eventually influence their working practices, especially post pandemic.
Research by Gartner found that 44% of millennials prefer no sales rep interaction at all in a B2B purchase setting2, with buyers becoming increasingly comfortable placing even high-value orders via self-serve. B2B businesses that don’t invest in their e-commerce channels risk losing more and more sales opportunities as time goes on.
But it’s not just about pivoting to online…there is an opportunity for B2B businesses to create a new type of hybrid sales model, a mix of digital and in-person experiences that benefit both the seller and the customer. Read on for our top tips.