Adapt or Perish: The Evolution of B2B Sales in the Digital Age

B2B buyers are dedicating a significant portion of their sales research time, 27%, to independently researching online, leaving limited time, 5%, for interaction with suppliers. As a result, the buyer-seller interaction has shifted with the primary focus being on confirming information already found online. This shift in the sales process poses challenges for sellers in effectively engaging with potential buyers and directing their purchasing decisions.

The high turnover rate in the sales industry is causing significant disruption for businesses, as 40% of buyers and salespeople are constantly switching jobs. This not only results in the loss of valuable relationships but also creates the need to start building new ones from scratch. Building and maintaining relationships in a virtual and digital landscape can be extremely difficult and challenging, as it lacks the personal touch and face-to-face interactions that are crucial for building trust and rapport.

B2B buyers have conducted 72% of their research online before they ever speak with a seller.

B2B buyers have developed high expectations for access to information and personalized experiences, due to their experiences as consumers in the B2C realm. They are accustomed to easily finding information and getting what they want in their personal lives, and now expect the same level of convenience and customization in their business interactions. This has led to B2B buyers bringing similar expectations for personalization to their B2B experiences.

B2B buyers are conducting extensive research online, which has resulted in them being more informed and aware of their options compared to the sellers they interact with. As a result, B2B buyers expect sellers to not only possess in-depth knowledge of their products but also to effectively differentiate them from those offered by competitors. This means B2B buyers expect sellers to not only know their products but also to convince them how their products are unique from their vendors.

84% of deals are lost because sellers have not done their homework and are unprepared for their buyers’ questions.

As digital networks like LinkedIn and Twitter have become more prevalent, buyers have come to expect sellers to have done their homework and be familiar with their professional background, education, personal preferences, and motivations. This basic research is now considered a prerequisite for engaging in initial conversations and building trust with buyers. Sellers who fail to prepare and show up uninformed risk losing the deal early in the sales process.

B2B selling is a highly emotional and personal process. The buying decision maker risks their reputation and career when recommending a solution.

The complexity of B2B sales is undeniable, with long and involved buying cycles that involve multiple decision-makers. Reaching all of the stakeholders in these cycles, especially in a digital and virtual environment, can be challenging and sometimes impossible. Furthermore, during these extended cycles, companies may merge, employees may leave, financial conditions may change, and organizational needs may shift. Given these challenges, how can one effectively navigate and manage the multiple decision-makers involved in these complex sales cycles? xiQ is the answer!

xiQ is the world’s first personality-driven sales and marketing platform that has been designed from the ground up to address the new reality of complex B2B sales. xiQ combines AI with behavioral psychology to help drive personalization and to advise sellers on how to efficiently engage educated buyers.

These are the main capabilities in how xiQ can help modern-day sellers:

DISC assessments are a way to evaluate an individual’s behavior and emotions based on the theory developed by psychologist William Moulton Marston in 1928. xiQ, using AI, has automated the DISC assessment process. By analyzing publicly available data, xiQ’s AI-powered DISC personality insights can quickly generate predictions about a person’s behavior.

By utilizing xiQ’s DISC personality insights, salespeople can gain valuable insights into the personalities, behaviors, and motivations of their potential buyers. This allows them to tailor their sales approach and messaging to align with the unique needs and preferences of each individual buyer. The result is a more personalized and effective sales pitch, even before the initial meeting with the buyer has taken place. With xiQ’s AI-driven personality assessment, salespeople can quickly and easily gain a deeper understanding of their prospects and stand out as well-prepared and knowledgeable in the eyes of the buyer.

BRM™ by xiQ is a unique way of looking at the various decision-makers involved in making corporate buying decisions. Using xiQ’s BRM™ capability, sellers are able to map the various decision-makers and segment them into three categories:

“Doers” – confident, fast-paced individuals who are motivated by success but can be a polarizing factor

“Coaches” – problem-orientated individuals who expect immediate action, are risk takers but can be inconsistent

“Blockers” – strategic thinkers who tend to be speculative and fearful of failures

Knowing what to expect from a decision-maker helps sellers craft custom-tailored approaches for each buyer. xiQ’s BRM™ allows sellers to move buyers among the three segments and annotate the reason for moving a buyer. Sellers can also share their Buyer Group with their sales and marketing colleagues so they have a unified view of the buyer groups and can collaboratively work on selling to multiple decision-makers.

Long sales cycles dictate knowing intimate details about the company you are selling to. xiQ’s Sales Xelerator^TM is the one-stop for 360° company insights. xiQ provides Sales Triggers – company news classified into over twenty categories that range from news about the C-suite, Mergers and Acquisitions, Legal, New Deals Won, Technology, Strategy, and many more. Sellers can apply filters to focus on the news that matters to them the most.

xiQ’s Sales Xelerator^TM brings together news, social media postings, C-level suite, financials, and competitors in one location so that sellers don’t have to spend their valuable time looking for information but on selling.

xiQ sends live alerts whenever breaking news takes place at one of your prospects. The sales alerts come via push notifications on your device or by email. Sellers can share and post this breaking news via LinkedIn and start to build their reputation as subject matter experts.