Yes, the world is going digital, and the sales forces of B2B companies are following suit. But according to a recent survey of B2B customers by leading consulting firm McKinsey, "What customers most desire is great digital interactions and the human touch."
According to McKinsey: "The implication is that B2B sales companies have to use technology to power and optimize both digital and human interactions. Companies that add the human touch to digital sales consistently outperform their peers. They achieve five times more revenue, eight times more operating profit, and, for public companies, twice the return to shareholders. That data holds true over a four- to five-year period."
McKinsey continues: "Companies that are digital from start to finish today could see even higher growth if they reintroduce the human touch to the start of the buying journey. Conversely, if companies are firmly holding customers’ hands via key-account managers or value-added resellers, they should be aware that customers are saying loudly and clearly that they don't value that close personal attention after the sale."
The relationship between digital and human touch is not easily navigated, however. McKinsey believes "The trick is to understand where human interaction is most wanted and invest there..."
Read more about this fascinating conundrum here: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-secret-to-making-it-in-the-digital-sales-world
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