Omnichannel Sales Strategies for Enhanced Customer Engagement

Omnichannel Sales Defined Omnichannel Sales Defined

Panelists - Ian Heller, Founder & Chief Strategy Officer, Distribution Strategy Management - Jon-Michael Raymond, Senior Vice President, Global Sales & Marketing - Renee Ricciotti, National Safety & Industrial Channel Director, 3M

Omnichannel Sales Defined An omnichannel approach to sales is effective and value- creating when it delivers a unified voice, brand and messaging across channels. By integrating channels, including face-to- face, remote and online interactions, an omnichannel experience gives customers a seamless buying experience. (Forbes)

Omnichannel Benefits Improved customer engagement and experience High customer retention and loyalty Smoother customer journey Revenue growth A more integrated business Better customer insights

Insights Insights 94% of B2B decision makers say omnichannel sales models are as effective or more effective compared to the more traditional sales models seen before the pandemic. With the emergence of more sales channels, sales roles are evolving to include field sales, inside sales as well as hybrid sales roles with sellers who use video conferencing, online chats, and the support of e-commerce to close deals. (McKinsey) Although online interactions, both remote and self-serve, are here to stay, in-person sales reps are as important as ever. 76% of respondents describe in-person sellers as a sign of how much a supplier values a relationship (McKinsey)

Insights Insights Salesperson behaviors that impact the decision to buy: The Top 10 Deal- Makers (KornFerry) Understood my business, my situation and my needs Demonstrated the ROI or value Actively listened to me Provided expertise & perspective Helped me think through how to use solution Configured a creative and compelling solution Asked insightful questions to clarify my situation/needs Resolved any concerns in a collaborative way Demonstrated empathy towards me Brought in SME s as needed Navigated all the buyers in my organization team Increasing demands from customers, the proliferation of sales channels, increase in data availability, and need to personalize content have driven the need for sales and marketing teams to work as one. In fact, 89 percent of respondents now say that marketing and sales need to work closely together, more so than ever before. (McKinsey)

Sources Sources McKinsey: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/b2b-sales-omnichannel-everywhere- every-time McKinsey: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing Edelman: https://www.edelman.com/expertise/business-marketing/how-b2b-companies-are-adapting-covid Insider Intelligence: https://www.insiderintelligence.com/content/5-predictions-b2b-marketing-2023 TrustRadius: https://www.trustradius.com/vendor-blog/2022-b2b-buying-disconnect-the-age-of-the-self-serve-buyer

Sources Sources McKinsey: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-b2b-sales-have-changed-during-covid-19 Gartner: Gartner Sales Survey Finds 83% of B2B Buyers Prefer Ordering or Paying Through Digital Commerce Moengage: https://www.moengage.com/learn/creating-a-omnichannel-strategy/ 2022 Distribution Strategy Report https://Pages.DistributionStrategy.com/acton/media/6612/report-the-state-of-distributor-customer-experience-what-customers-want KornFerry: https://www.kornferry.com/content/dam/kornferry-v2/featured-topics/pdf/2021-Buyer-Preferences-Study.pdf

Sources Sources Forbes: https://www.forbes.com/sites/forbesbusinesscouncil/2022/02/22/how-to-implement-omnichannel-sales- successfully-four-pitfalls-to-avoid/?sh=514be95a74e9 Harvard Business Review: https://hbr.org/2022/01/how-b2b-businesses-can-get-omnichannel-sales-right

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