Do you think online presence will continue increasing in importance? And if so, what are the implications for high-ticket purchases and B2B inbound sales?
Digital Transformation Accelerates at Home
Tens of millions of Americans changed how they research and make major purchase decisions -- 100% online. And most of these shifting habits are likely here to stay.
Even though I consider myself pretty digitally savvy, before March 2020, my family and I had never ordered a full order of groceries online. For the next year, none of us ventured inside a supermarket, drugstore, or warehouse club.
(A year after that -- we now occasionally visit retail stores, but 95% of what we used to purchase brick-and-mortar now gets ordered online.)
The extreme time-savings and convenience have now permanently shifted our habits.
And yes, one might argue that these changes are in my personal habits (business to consumer/B2C), most B2C habits sooner rather than later move over into peoples' professional purchase preferences in a business-to-business (B2B) context. I sometimes refer to this as the B2C to B2B eventuality.
Impact on B2B Inbound Sales Processes... Even for High-Ticket Sales
Now that so many companies have figured out that it is possible to close large five-, six-, and even seven-figure deals 100% over video conference, business travel will permanently change.
There will be some bounce back, but it's likely that the days of flying an entire sales team across the country for a one-hour meeting may have already met its digital replacement.
Which of your personal shopping and consumption habits changed during the COVID-19 lockdowns?
And how has that impacted how you research and make purchase decisions for your professional interests on the B2B side?
Let me know your thoughts in the comments section below.
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