Insights

Face-to-face sales in the business customer setting (B2B) came to a virtual standstill during the coronavirus pandemic. At the same time, the emergency situation triggered a wave of innovation in the sales sector of the like not seen over the past decade. Contact has been established with customers solely by digital means – via videoconferencing or by setting up new self-service portals, for example. There will be no return to the pre-Covid era. Many companies are now working on new “hybrid sales” approaches that connect digital and analogue channels in the B2B sales sector for the first time. Dr. Johannes Ihringer from the consulting company TTE Strategy explains the most important premises that companies now have to bear in mind.