In the era of digital development, understanding and adapting to customers’ new buying behaviors are essential steps in shaping sales strategies. It’s not surprising that the number of channels customers use to learn about products and services is increasing. From 5 channels in 2016 to 10 channels in 2021, this change affects how we approach and interact with customers.
Leading businesses like Google have demonstrated the importance of diversifying the approach channels. Google not only focuses on providing information through their website but also builds a self-service support system, helping customers solve issues autonomously and leveraging this feedback to improve their products and services.
Adapting to the self-service trend is not just about online customer engagement. In the past, salespeople were often the ones with the deepest product and industry knowledge. However, with the prevalence of online information sources, today’s customers confidently seek information and make their own decisions. Therefore, the role of salespeople is not only to provide basic information but also to offer personalized advice and build relationships.
Another clear example comes from Amazon, where research shows that 92% of B2B customers prefer online sales interactions. This not only saves time and costs but also opens up opportunities to reach a large number of potential customers.
I believe that implementing multi-channel sales strategies and embracing the self-service trend is not just a temporary trend but also an opportunity to build strong relationships and optimize business performance. Adaptability and flexibility in approaching new customers are key to thriving in today’s competitive world.
Author Ho Duc Duy © All rights reserved.
