{"id":3580,"date":"2022-10-20T14:00:00","date_gmt":"2022-10-20T14:00:00","guid":{"rendered":"https:\/\/surroundpodcasts.com\/?post_type=surround_episodes&#038;p=3580"},"modified":"2022-11-02T15:53:51","modified_gmt":"2022-11-02T15:53:51","slug":"how-to-build-trust-with-b2b-clients-in-todays-digitally-transparent-era","status":"publish","type":"surround_episodes","link":"https:\/\/surroundpodcasts.com\/episodes\/how-to-build-trust-with-b2b-clients-in-todays-digitally-transparent-era\/","title":{"rendered":"How to Build Trust with B2B Clients in Today\u2019s Digitally Transparent Era"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3580\" class=\"elementor elementor-3580\" data-elementor-post-type=\"surround_episodes\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b33dcf6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b33dcf6\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1be4bcf\" data-id=\"1be4bcf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4da8ebc elementor-widget elementor-widget-text-editor\" data-id=\"4da8ebc\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In this episode, ThinkLab interviews Julia McClatchy, an associate partner at McKinsey &amp; Company, on how and why hybrid selling is becoming the dominant B2B sales role. We also share an excerpt from an episode of ThinkLab\u2019s new podcast, <em>MPowered<\/em>, which gives practical advice on what design specifiers are looking for on brand websites.<\/p><p>Our first guest, Julia McClatchy, explores detailed research findings on how the B2B sale is evolving. She also shares four pieces of advice for brands trying to prioritize their investments and supercharge their hybrid selling strategy. Next, we share an excerpt of a recent episode of <em>MPowered<\/em>, ThinkLab\u2019s new podcast, created in partnership with Material Bank. The clip discusses what designers need from a website at different points of their specifying journey.<\/p><p><strong>In this episode:<\/strong>\u00a0<\/p><p>[13:26] Julia details what outperforming hybrid sellers are doing to get ahead.<\/p><p>[16:00] \u201cLet\u2019s listen truly to what our customer preferences are. OK, they\u2019re different than they used to be. Therefore, we have to change, too.\u201d<\/p><p>[19:25] Julia explains why offering more personalization leads to more sales growth.<\/p><p>[23:40] A clip from <em>MPowered<\/em> discusses the website features that most appeal to designers when they\u2019re seeking inspiration.<\/p><p><strong>Connect with our interviewees on LinkedIn:<\/strong>\u00a0<\/p><p><a href=\"https:\/\/www.linkedin.com\/in\/juliamcclatchy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Julia McClatchy<\/a><\/p><p>This season of <em>Design Nerds Anonymous<\/em> is brought to you by <a href=\"https:\/\/offers.manningtoncommercial.com\/design-trends-look-book-download-0\" target=\"_blank\" rel=\"noopener noreferrer\">Mannington Commercial<\/a>, <a href=\"https:\/\/www.themart.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">theMART<\/a>, and <a href=\"https:\/\/neocon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">NeoCon<\/a>, companies doing big things to move the design industry forward.\u00a0<\/p><p>Download our leading-edge playbook:\u00a0<a href=\"https:\/\/bit.ly\/3CdPa1x\" target=\"_blank\" rel=\"noopener noreferrer\"><em>5 Personas and 50 Ways to Design Their Phygital Journey<\/em>.<\/a><\/p><p><em>Design Nerds Anonymous<\/em> is a proud member of the SURROUND Podcast Network. Discover more shows from SURROUND at <a href=\"https:\/\/surroundpodcasts.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">surroundpodcasts.com<\/a>. This episode of <em>Design Nerds Anonymous<\/em> was produced and edited by SANDOW Design Group, with music from Blue Dot Sessions. Special thanks to the podcast production team: Hannah Viti, Wize Grazette, and Samantha Sager.\u00a0\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3c6992d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3c6992d\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ef38d1b\" data-id=\"ef38d1b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39c54dd elementor-widget elementor-widget-html\" data-id=\"39c54dd\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<iframe allow=\"autoplay *; encrypted-media *; fullscreen *; clipboard-write\" frameborder=\"0\" height=\"175\" style=\"width:100%;max-width:100%;overflow:hidden;background:transparent;\" sandbox=\"allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation\" src=\"https:\/\/embed.podcasts.apple.com\/us\/podcast\/how-to-build-trust-with-b2b-clients-in-todays\/id1534887549?i=1000583287734\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1637216 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1637216\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-4005600d\" data-id=\"4005600d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2dbd1da1 elementor-widget__width-auto elementor-widget-mobile__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"2dbd1da1\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Subscribe:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67556246 elementor-icon-list--layout-inline elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"67556246\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"elementor-icon-list-items elementor-inline-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/pioneering-the-future-of-product-specification\/id1534887549?i=1000555098346\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path d=\"M11.36 22.27c-.77-.28-.94-.65-1.25-2.84-.37-2.54-.45-4.11-.23-4.61a2.11 2.11 0 0 1 2.11-1 2.09 2.09 0 0 1 2.12 1c.21.5.13 2.07-.24 4.61-.24 1.78-.38 2.23-.72 2.53a1.78 1.78 0 0 1-1.78.31Zm-3.28-2.61a9 9 0 0 1-5-6.45 11.9 11.9 0 0 1 0-3.26 9.05 9.05 0 0 1 2.35-4.62 9 9 0 0 1 13.07-.07A8.83 8.83 0 0 1 20.92 10a12.6 12.6 0 0 1 0 3.07 9.08 9.08 0 0 1-3.47 5.68A10.5 10.5 0 0 1 15 20.08c-.09 0-.1-.1-.06-.5.08-.63.16-.76.52-.92a8.2 8.2 0 0 0 4.31-5.33 10.13 10.13 0 0 0-.06-3.76 8 8 0 0 0-6-5.74 9.67 9.67 0 0 0-3.22 0 8.06 8.06 0 0 0-6.16 5.93 10.76 10.76 0 0 0 0 3.58 8.27 8.27 0 0 0 3.42 4.84 7 7 0 0 0 .89.5c.36.16.43.29.5.92 0 .39 0 .5-.06.5a6.76 6.76 0 0 1-1-.41Zm0-3.49A6.54 6.54 0 0 1 6.1 13a7.36 7.36 0 0 1 0-2.92 6.3 6.3 0 0 1 4.1-4.36 7.57 7.57 0 0 1 3.13-.12A6.12 6.12 0 0 1 18 12.23a6 6 0 0 1-1.3 3.09 5.44 5.44 0 0 1-1.39 1.23 2.06 2.06 0 0 1-.05-.65v-.64l.44-.54a4.87 4.87 0 0 0-.27-6.67 4.66 4.66 0 0 0-2.6-1.34 3.25 3.25 0 0 0-1.55 0A4.71 4.71 0 0 0 8.6 8.05a4.88 4.88 0 0 0-.28 6.67l.44.54v.65a1.9 1.9 0 0 1-.06.65 3 3 0 0 1-.55-.39Zm3-3.51a2 2 0 0 1-1.19-1.9 2.1 2.1 0 0 1 1.2-1.87 2.28 2.28 0 0 1 1.81 0 2.35 2.35 0 0 1 1.1 1.36 2.08 2.08 0 0 1-2.91 2.41Z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Apple<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/open.spotify.com\/episode\/1IeP8AhRw1Qi3pFJEjeTP9?si=1a04b23be0c94d21\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-spotify\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Spotify<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vZGVzaWdubmVyZHNhbm9ueW1vdXM\/episode\/NmJjOWY4OWMtYTYyOC0xMWVjLWI3YjEtYmJkM2E2MTE4MWQx?sa=X&#038;ved=0CAUQkfYCahcKEwiAnJXrpfP2AhUAAAAAHQAAAAAQTw\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path d=\"M3.22 10.08A1.24 1.24 0 0 0 2 11.31v1.39a1.22 1.22 0 0 0 2.44 0v-1.39a1.17 1.17 0 0 0-1.22-1.23zm17.56 0a1.23 1.23 0 0 0-1.22 1.23v1.39a1.21 1.21 0 0 0 1.22 1.22A1.22 1.22 0 0 0 22 12.7v-1.39a1.24 1.24 0 0 0-1.22-1.23zM7.56 14.2a1.24 1.24 0 0 0-1.23 1.23v1.4a1.23 1.23 0 0 0 2.45 0v-1.4a1.17 1.17 0 0 0-1.22-1.23zm0-8.2a1.24 1.24 0 0 0-1.23 1.24v4.46a1.23 1.23 0 0 0 2.45 0V7.24A1.17 1.17 0 0 0 7.56 6zm8.88 0a1.24 1.24 0 0 0-1.22 1.23v1.4a1.23 1.23 0 0 0 2.45 0V7.24A1.24 1.24 0 0 0 16.44 6zM12 2a1.23 1.23 0 0 0-1.22 1.23v1.39a1.22 1.22 0 1 0 2.44 0V3.23A1.23 1.23 0 0 0 12 2zm0 16.16a1.22 1.22 0 0 0-1.22 1.22v1.4a1.22 1.22 0 1 0 2.44 0v-1.4A1.26 1.26 0 0 0 12 18.16zm4.44-7a1.23 1.23 0 0 0-1.22 1.22v4.47a1.23 1.23 0 0 0 2.45 0v-4.49a1.23 1.23 0 0 0-1.23-1.22zm-3.22-2.75a1.22 1.22 0 0 0-2.44 0v7.36a1.22 1.22 0 1 0 2.44 0V8.41z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Google<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/listen.stitcher.com\/yvap\/?af_dp=stitcher:\/\/episode\/201679360&#038;af_web_dp=https:\/\/www.stitcher.com\/episode\/201679360\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path d=\"M14.69 8.5h3v6.32h-3Zm-4.21.89h3v6.11h-3ZM6.24 8.9h3v5.92h-3ZM2 9.82h3.07v5.4H2Zm16.93-.21H22v4.78h-3.07Z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Stitcher<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-722448ab elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"722448ab\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1f18620d\" data-id=\"1f18620d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2658f90b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2658f90b\" data-element_type=\"section\" data-settings=\"{&quot;ekit_has_onepagescroll_dot&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-7ff8f974\" data-id=\"7ff8f974\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-78860cad elementor-widget elementor-widget-html\" data-id=\"78860cad\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- start accordion closed -->\r\n<script>\r\njQuery(document).ready(function($) {\r\nvar delay = 100; setTimeout(function() {\r\n$('.elementor-tab-title').removeClass('elementor-active');\r\n $('.elementor-tab-content').css('display', 'none'); }, delay);\r\n});\r\n<\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4faab4f6 elementor-widget elementor-widget-accordion\" data-id=\"4faab4f6\" data-element_type=\"widget\" data-settings=\"{&quot;ekit_we_effect_on&quot;:&quot;none&quot;}\" data-widget_type=\"accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1331\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-1331\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-plus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-minus\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Transcript<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1331\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-1331\"><p><strong>Amanda Schneider:<\/strong> [00:00:00] There\u2019s a funny LinkedIn post that we often share with our clients. It says, \u201cImagine if B2C companies shared information like the average B2B website: Want to know the calories in this protein bar? Sign up for this webinar to find out. Want to know if it contains peanuts? Click here to talk to an expert.\u201d<\/p><p>And while we chuckle at this, it\u2019s a great example of why we need to find new balance between digital and human tools in this B2B world.<\/p><p>Trust is still at the core of all business interactions, but in this episode, we want to challenge that how trust is built today is markedly different in this increasingly hybrid era. Key to building trust will be transparency and sharing the right pieces of information and insights in the right way.<\/p><p>To kick off this episode, we want to explore a recent article from McKinsey. [00:01:00]<\/p><p><strong>Julia McClatchy:<\/strong> The article is called \u201cThe Future of B2B Sales is Hybrid,\u201d and the genesis of the article was a survey of 3,500 decision-makers across 12 different markets. We\u2019ve actually interviewed or surveyed over 20,000 people since 2016. And this is to understand how needs and preferences have been shifting.<\/p><p>What we\u2019re seeing is hybrid selling is the fastest growing sales role, and it\u2019s going to be the most prominent one in the next couple of years. We have to flush this out and help organizations understand: What is hybrid selling? Why is it so important? Why is it that customers are asking for it? And what do you do to actually shift to a more hybrid model?<\/p><p><strong>Amanda:<\/strong> The voice you just heard was from Julia McClatchy. She\u2019s an associate partner at McKinsey &amp; Company, and one of the key researchers exploring how hybrid selling has, is, and will evolve. In chapter one, Julia will take us through detailed findings on how the B2B [00:02:00] sale is evolving, including her top three findings from all of their research and practical advice as to how to respond. Then in chapter two, we\u2019ll dive a bit deeper with some advice specifically for our product manufacturer partners, about what design specifiers are looking for.<\/p><p>Welcome to season four of <em>Design Nerds Anonymous<\/em>, the podcast that sparks curiosity at the intersection of business and design. I\u2019m your host, Amanda Schneider, founder and president at ThinkLab, the research division of SANDOW Design Group.<\/p><p>So, let\u2019s dive into chapter one. Our first interviewee and assistant to setting the stage is:<\/p><p><strong>Julia:<\/strong> My name is Julia McClatchy. I\u2019m an associate partner at McKinsey &amp; Company, based out of Philadelphia. I help organizations with commercial topics. So, marketing and sales strategy, omnichannel strategy, future of work. I do a lot of my research in exactly what we\u2019re going to be talking about [00:03:00] today, which is the evolution of buying preferences for B2B buyers and sellers, kind of, in the age of omnichannel.<\/p><p><strong>Amanda:<\/strong> The article states that 90 percent of enterprises plan to sustain changes made to their salesforce structure to enable this hybrid selling over traditional selling. And as you said, it\u2019s expected to be the most dominant sales strategy by 2024. So, what do you think are those new B2B customer demands that are going to remain prominent or the shifts that are going to happen?<\/p><p><strong>Julia:<\/strong> Maybe the biggest headline is that the pandemic really accelerated the consumerization of B2B. And lots of sectors, lots of industries, lots of different pieces of research talked about that, but now it just \u2014 it\u2019s here. And what that means, practically, is a few things in terms of shifts in B2B buyers: channel usage, their interaction preferences, and their buying behavior.<\/p><p><strong>Amanda:<\/strong> So, let\u2019s unpack these. First up, number one: [00:04:00] B2B decision-makers are using more channels than ever to interact with suppliers.<\/p><p><strong>Julia:<\/strong> Channel usage is probably the most straightforward [change], which is just that B2B buyers are increasingly comfortable turning to digital and online channels to meet all of their purchasing needs but throughout the entire process, from when they\u2019re doing research all the way through to reordering something.<\/p><p>We have seen in our latest research that B2B buyers are using up to 10 channels, including online and digital, which is double the number of channels five years ago. So that\u2019s just \u2014 that\u2019s a huge shift.<\/p><p><strong>Amanda:<\/strong> Number two: The rule of thirds has become entrenched.<\/p><p><strong>Julia:<\/strong> The second is interaction preference. So this is, this one was to me the most interesting piece, which is that buyers state that they now expect a balance of traditional (so, in person), remote (like videoconference or over the phone), and then self-serve (which is e-com). Those three different types of interaction, they expect them in [00:05:00] equal measure throughout the entire purchasing journey. That\u2019s what we call kind of the rule of thirds: a third, a third, a third.<\/p><p>And this was fascinating for lots of reasons. It\u2019s probably the biggest impetus for change for B2B sellers, because they then have to match those preferences.<\/p><p><strong>Amanda:<\/strong> And the third relates to shifting buying habits and behavior, namely that clients are willing to spend more today, even in a self-serve format.<\/p><p><strong>Julia:<\/strong> The third piece is buying habits. So, going back to that \u201ca third, a third, a third,\u201d the preference for self-serve sometimes falls into the research category, or just trying to find some answer to a question they have, but we\u2019ve also seen it impact willingness to spend.<\/p><p>Seventy percent of buyers in our latest research were willing to spend more than $50,000 in a single transaction. Thirty-five percent of those were willing to spend up to $500,000 or more on a single transaction online. That 35 percent is up from, I think, 27 percent last year. So, we\u2019ve just seen that [shoot] [00:06:00] up and up and up.<\/p><p>So, those three things \u2014 the number of channels, the interaction preferences, and then the buying behavior \u2014 those three alone are pretty big ones. But I think that\u2019s forced B2B sales organizations to just really rethink their client-facing strategy.<\/p><p><strong>Amanda:<\/strong> Ten is a lot more channels than before. So, do you have advice for those brands trying to prioritize those investments and where to focus?<\/p><p><strong>Julia:<\/strong> In the article, we talk about four different things. The four things are all around agility, insights, technology, and talent.<\/p><p><strong>Amanda:<\/strong> Number one, her first piece of advice to supercharge your hybrid selling strategy: Adopt agility. Go remote where possible and where customers prefer it, but don\u2019t abandon in-person sales completely.<\/p><p><strong>Julia:<\/strong> For me, agility is the key here, because what is at the core of all of this change is adopting a new, more agile approach to have your sales organization reflect [00:07:00] your buyer preferences. I would start, just from an advice standpoint, understanding when and how frequently your customers want in-person interactions. When should those occur, and then how can you align those expectations accordingly with sales teams?<\/p><p>When we were doing this research, we had some sort of hilarious responses from some of the in-person, kind of, follow-ups. Like \u201cI, I wish my sales rep (or insert whatever, you know, what they\u2019re called in a specific sector), I wish they would stop asking to meet me in person. Because I don\u2019t want to meet them in person. I don\u2019t see the value. I can meet them just as effectively online remotely, and by the way, I can do it a lot faster if I need a piece of information or I want to talk to them about something. I don\u2019t want to wait.\u201d<\/p><p>So, number one is understanding: What are your customer\u2019s preferences? When do they want to meet? We know that there wasn\u2019t variance among different sectors: 40 percent of customers will only buy the first time if they\u2019ve met the sales rep in person. So, that\u2019s a great opportunity for in-person [00:08:00] engagement when customers prefer it. But then how do you then say: OK, we know in-person\u2019s important in some instances. How do we think about understanding when we should be engaging remotely over Zoom, over Teams, over, you know, Webex, whatever it is? And then, when should we be offering information, even conversations digitally, just based on preference?<\/p><p>So, I think the punchline here is bring more agility into your sales organization. And then that creates space for your sales organization, for the individuals, to make really thoughtful decisions about which channels to use, which moments really matter for the customers, and then that helps them understand where the customers are. There just is an immediate elimination of friction between expectation and reality.<\/p><p><strong>Amanda:<\/strong> Number two, her second piece of advice is my personal favorite: Empower insights. Harness customer and seller insights end to [00:09:00] end.\u00a0<\/p><p><strong>Julia:<\/strong> The more insights that sellers have, the smarter they can be in determining which buyers to prioritize spending time with, how to spend their time, like, physically, where they should be. Should they be at home in the office? Should they be out traveling? And then, what content should they be deploying in between those interactions or for prospecting to drive the most engagement?<\/p><p>So, to get there, I would say that means taking a really hard look at how your organization thinks about collecting, aggregating, disseminating data. In traditional sales organizations, insights \u2014 just to make the term broad \u2014 were really dependent on the sales team\u2019s ability to log accurate and detailed information into a CRM. And when you\u2019re traveling, that\u2019s really hard to do, and obviously it\u2019s from your own perspective, so it\u2019s not exactly objective. But using automated analytics can really help because you can track \u2014 if we were on a Zoom right now, we would be able to track how much time we spent [00:10:00] talking, how much time I spent presenting, what content I used. I could ask for your feedback on the content live.<\/p><p>And using automatic analytics to actually be able to take that information and put it into a CRM really helps generate more predictive behaviors and understandings of what it is that your customers are looking for. So, understanding how you can use digital and implement tooling, advanced analytics, to just quickly generate insights, capture them, aggregate them, and disseminate them.<\/p><p><strong>Amanda:<\/strong> Number three, and perhaps expected advice: Embrace technology. Optimize your tech for a remote-first environment.<\/p><p><strong>Julia: <\/strong>Let\u2019s talk about two flavors of this. I\u2019d say the first flavor \u2014 which isn\u2019t mentioned as deeply in the article, but I think it\u2019s important to hit home on \u2014 is the practical application of technology that you\u2019re using as a sales organization to just drive greater engagement.<\/p><p>Do your sellers understand how to use any type of medium that your customers would want to use to engage with you? Do you [00:11:00] understand what the difference is between how to deliver information on a phone versus on a Zoom versus on a Webex versus on a Teams? Do you understand how to have the best lighting and background that you possibly can to show up professionally?<\/p><p>So, that\u2019s like the basic side of it. And then the less basic side is: Can you have a more thoughtful adoption of new technologies that really address pain points within the sales process? What is it that\u2019s holding your sales organization back from accessing insights today? Is it that they have to go into five different portals to, to figure out, \u201cOh, OK. I see purchasing history in one portal. I see web behavior in another portal. I can see \u2018Insert any other sorts of insights you would want to learn\u2019\u201d? Is there a way to aggregate that and make it more easily accessible? Which is just a, it\u2019s a more efficient way of optimizing technology around use cases versus thinking, \u201cOh my God, we have to have every technology under the sun.\u201d It\u2019s about defining really specific use cases around pain points that makes life easier for your sellers.<\/p><p><strong>Amanda:<\/strong> And number four, [00:12:00] last but certainly not least, is expand talent. Cultivate next-gen sales capabilities, and attract more diverse talent by becoming a learning organization.<\/p><p><strong>Julia:<\/strong> And then the last, tied with agility for my favorite, is talent. Hybrid sellers represent a more efficient and effective way to reach customers, and we know that top-performing sales organizations are growing their hybrid sales teams. On the benefit side of this, hybrid sellers allow for more diverse and inclusive organizations, which is a huge benefit. Because we\u2019ve seen a lot of organizations get creative in where they look for talent because location doesn\u2019t matter.<\/p><p>We talked a little bit about the moments that matter in terms of understanding: What are the moments that matter for your customers? OK, what are the moments that matter for your employees, in terms of helping them onboard and learn critical skills that they may have less experience in, helping them have connectivity with communities and\/or their managers? So, I think this idea of talent is being a [00:13:00] huge unlock but also a really critical focus area for organizations, because I think it\u2019s incumbent on organizations to think differently about how they onboard, train, and retain employees in a really thoughtful way that\u2019s oriented around moments that matter.<\/p><p><strong>Amanda:<\/strong> We ask Julia, as we look at talent, what is she observing from the true outperformers? What are they doing to get ahead?<\/p><p><strong>Julia: <\/strong>When you look at all of our stats and see the number that have grown hybrid sales and the number that have actually increased client engagement and reach, etc., they are the ones that are treating hybrid selling as a capability that is here to stay.<\/p><p>And I hope that, more than two years in and through all of the data that we have published, it\u2019s become clear that these needs and preferences have actually settled. We\u2019re not seeing huge variances in terms of the need to engage across multiple channels. You know, it\u2019s not all in person. It\u2019s not all remote anymore. That was the beginning of the pandemic. Now it\u2019s actually settled into this equal measure of [00:14:00] in person, remote, and digital.<\/p><p>So, when you think about those preferences and then you consider hybrid selling as a real capability that is actually now permanent and is a real unlock to be able to meet those changing expectations, that\u2019s what most outperformers are doing. And that cascades, right? So, if you treat hybrid selling as a capability that\u2019s here to stay, then you understand that it requires a new set of skills, a different approach to training, and an ability to attract and retain talent that is different than previously. But in a great way, because it\u2019s typically more diverse, which adds creativity to any organization.<\/p><p><strong>Amanda:<\/strong> The flip side of that is where some of our talent is struggling today. The era that many of our incredibly seasoned sales reps were hired in B2B sales was the era of relationships, this era of rep as the fount of knowledge. And I love everything you said about this buyer journey and really allowing you to customize it, because that\u2019s where a lot of our industry-specific research is going. [00:15:00] But that is also a loss of control for the rep.<\/p><p>Your article states that companies are nearly unanimous that their current sales structure is more effective than their pre-pandemic model. But I would argue that some of those sellers are really struggling with that. So, what is your advice to those sellers that are feeling maybe this sense of a loss of control?<\/p><p><strong>Julia:<\/strong> Fear of the unknown is a completely reasonable emotion to have right now, much less the fact that we\u2019ve all been going through a pandemic.<\/p><p>If you read between all of the lines in the article, I hope that the takeaway is still that sellers are really at the tip of the spear of client or customer interaction. So, the idea isn\u2019t to take them away from that point of ultimate control over the relationship. It\u2019s to equip them with many more tools, many more insights, and much more support from the rest of the organization in how they can maximize the effectiveness of that relationship they have with customers.<\/p><p>And so, it\u2019s not saying, \u201cWe\u2019re taking everything away from you.\u201d [00:16:00] It\u2019s saying, \u201cLet\u2019s listen, truly, to what our customer preferences are. OK, they\u2019re different than they used to be. Therefore, we have to change, too.\u201d How do they differ across channel? How do they differ in terms of what content they want to digest? What does that mean for how we then need to go to market at different stages of the sales funnel? The organizations that have really been out ahead have made some real shifts to make that a reality. I realize it\u2019s one thing to hear it, another thing to actually do it.<\/p><p><strong>Amanda:<\/strong> And here\u2019s some additional advice as to how to actually do it. First up: Shift to a team model.<\/p><p><strong>Julia:<\/strong>\u00a0 The first is shifting the model of sales organizations, so thinking much more around teaming, as opposed to individuals as the driver of success. How can you stand up an agile sales pod, for example? Where you bring together cross-functional talent from inside the organization to support that salesperson who\u2019s going out and having the conversations being deployed in person when it actually matters, but is actually thinking differently.<\/p><p><strong>Amanda:<\/strong> Second: A\/B [00:17:00] test content to support your sellers digitally. (And if you\u2019re not familiar with that marketing term, A\/B testing simply means testing two different options, A and B, to see which performs better.)<\/p><p><strong>Julia:<\/strong>\u00a0 A\/B testing content, constantly polling customers to understand how their needs and preferences have changed, tailoring content to fit the medium in which it\u2019s being sent out to customers.<\/p><p><strong>Amanda:<\/strong> But today, with tools like HubSpot, clients vote with their clicks. So just know it\u2019s not necessarily a survey, but tracking what clients interact with and finding efficient ways to inform reps of those digital insights. And third: Upskill and coach for hybrid selling.<\/p><p><strong>Julia:<\/strong>\u00a0 Include skills that sellers now need. How do you have engaging conversations on video? How do you do something like negotiate virtually? Negotiation is hard enough on its own; it actually is different remotely. How can we actually help [00:18:00] you understand what those new skills are and build them?<\/p><p>I think coaching is the most basic, but the most important thing that can happen. We know that increasing coaching drives better-performing sales organizations, and within a remote environment, coaching needs to be way more structured than it is. So, it needs to be weekly coaching, touch points, very clear goals. Maybe riding along, so to speak, remotely \u2014 which is way easier to do now than it used to be \u2014 to be able to give live feedback after customer conversations have occurred. So, I think it\u2019s kind of changed the model. I think, shift the learning journeys to be much more holistic, and recognize that there are new skills required to be successful.<\/p><p><strong>Amanda<\/strong>: I challenge that, in addition to the reps struggling, some organizations are struggling today with the level of transparency desired (and required) by today\u2019s B2B clients, in terms of putting it all out there digitally.<\/p><p><strong>Julia:<\/strong> I [00:19:00] think it links back to the first question we talked about around consumerization of B2B. Not surprisingly \u2014 although it\u2019s a bit surprising how long it took \u2014B2B customers are accustomed to higher levels of transparency, greater levels of personalization, and more channels, including mostly those that are digital, in their personal lives. So, of course, that\u2019s going to extend into the way that they think about engaging in their work lives.<\/p><p>So, companies that have the most tailored one-to-one outreach were 1.7 times more likely to have gained share in the past year, relative to those who send out moderate levels of personalization, who weren\u2019t really thinking about, \u201cHey, how can I give you maximum visibility into what might be most relevant for you from a product standpoint or who I am as a seller to build that emotional one-to-one connection?\u201d<\/p><p>We also know this idea of using more channels to deploy information, send facts out, give pricing transparency \u2014 the more channels that are used, the more growth that we\u2019ve [00:20:00] seen. So just north of 70 percent of companies that sell using seven or more channels grew their market share at a significantly faster rate than those who didn\u2019t.<\/p><p>And so, if you just keep those two numbers in mind, more personalization equals more growth; more channels equals more growth. It\u2019s very clear why being able to deliver information across all of these different channels, as opposed to having only some information available online, is a huge unlock for market share.<\/p><p><strong>Amanda:<\/strong> As you think about challenging our audience \u2014 and as we\u2019ve said, our audience is traditionally very analog, very touch and feel, very relationship driven \u2014 how would you challenge them to think differently and think bigger?<\/p><p><strong>Julia:<\/strong> By listening. I think if I\u2019ve learned one thing through all of this research, it\u2019s that true, deep listening unlocks a lot of needs and preferences that have not come to the surface in B2B previously. And I think [00:21:00] exploring different ways to listen to your customer base, whether that\u2019s through just talking to them, through surveys, through monitoring their digital engagement. Listening really matters now. And when you don\u2019t listen, you see a real drop in loyalty, and it\u2019s so simple, yet so many aren\u2019t doing it. So that\u2019s my challenge.<\/p><p><strong>Amanda:<\/strong> So, hopefully, you\u2019ll take on her challenge, listen, and use these insights to build trust in new ways with your B2B clients in today\u2019s digitally transparent era. And, in the name of helping product-focused companies specifically, in chapter two, we\u2019ll share a short clip from another new podcast created by ThinkLab that recently launched in partnership with Material Bank.<\/p><p>It\u2019s called <em>Mpowered<\/em>, and you can find it wherever you get your podcasts. It\u2019s a short-form podcast launching every Monday morning, truly focused on helping empower our beloved product reps. Each episode [00:22:00] is around five minutes and answers one key question.<\/p><p><strong>Erica Waayenberg:<\/strong> I\u2019m this week\u2019s host, Erica Waayenberg, head of research and content at ThinkLab. We\u2019ll be answering one key question each week. This week\u2019s question: What do designers need from your website?<\/p><p>ThinkLab data shows that 95 percent of designers start their product discovery search online. As B2B buyers get increasingly used to self-serving, and seemingly unlimited access to information in their lives as consumers, they expect more from the B2B world digitally.<\/p><p>But don\u2019t worry. This self-serve information-seeking doesn\u2019t diminish the value of the rep. We know that a great rep often makes the difference between preference and distaste for a brand. However, your digital presence on your website and other platforms will likely make a difference on where designers and architects start.<\/p><p>So, here\u2019s some advice on how to make your site perform. What designers are looking for on your website is fairly straightforward. They want to self-serve inspiration and information that allow for specification decisions to be made quickly and easily. Let\u2019s take a moment to examine each of these elements with a bit more context.<\/p><p>Inspiration: When a designer or architect is coming to your website looking to be inspired, imagery and visualization tools are what they need most. What can <em>you<\/em> do? Build a robust and searchable gallery of high-res images they can pull for their boards. Bring attention-grabbing imagery that expands their view of application possibilities to the forefront with fresh hero images on your homepage. And while you\u2019ve got their attention, make the product detail pages work harder. Providing product visualizers\u00a0where they can select their finishes \u2014 or view a material in the context of a space, or on a product to understand the scale and repeat \u2014 and then be able to download the cut sheet with those selections documented and visualized is a huge help.<\/p><p>Now that we have the inspiration portion of the equation covered, let\u2019s dive into what type of information they are seeking. Deciding what product is best fit for a client requires a lot of fact finding to make the most informed decision possible. Architects and designers are considering aesthetics, performance, and functionality, in addition to considerations for project budget, timeline, and sustainability objectives. It should come as no surprise, then, that architects and designers crave information transparency. Think materiality, detailed dimensions, construction, warranty, sustainability, pricing, lead times, the ability to customize or not, and more. They want straightforward answers that are easy to find, and their hope is to find them in a consistent manner across your site.<\/p><p>Think of product information in the same way you think of nutrition facts. The beauty of nutrition facts is its simple, consistent, and transparent format. You know right where to look to find any specific bit of information you\u2019re seeking, and it helps you to make an informed decision. If every product detail page included all of the information in a downloadable asset, that supports a designer\u2019s decision-making process. You are streamlining their process and creating fans of your brand.<\/p><p>So don\u2019t be discouraged if architects and designers are not reaching out to you at the first sign of a new project. In fact, if you\u2019ve set up your website to be robust as a resource for them, you may not hear from them until they\u2019re a bit further down the road. But when you do, you\u2019ll have a much more viable opportunity in hand, because you have enabled them to have already gone through the vetting process and conceptual reviews with their clients on their own terms.<\/p><p><strong>Amanda:<\/strong> You can find more from our <em>Mpowered<\/em> podcast \u2014 that\u2019s <em>M<\/em> and the word <em>powered<\/em> \u2014 wherever you get your podcasts.<\/p><p>Later this season you\u2019re going to hear from special guest, acclaimed author Ryan Jenkins, [00:27:00] on reaching the next generation of designers. Be sure to hit the \u201cFollow\u201d button to subscribe to this podcast so that you don\u2019t miss an episode!<\/p><p><em>Design Nerds Anonymous<\/em> is a proud member of the SURROUND Podcast Network. Discover more shows from SURROUND at <a href=\"https:\/\/surroundpodcasts.com\/\">surroundpodcasts.com<\/a>. This episode of <em>Design Nerds Anonymous<\/em> was produced and edited by SANDOW Design Group. Special thanks to the podcast production team: Hannah Viti, Wize Grazette, and Samantha Sager.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In this episode, ThinkLab interviews Julia McClatchy, an associate partner at McKinsey &#038; Company, on how and why hybrid selling is becoming the dominant B2B sales role. 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