Abstract
One way to know if new theories, methodologies, and technologies are really being deployed in B2B selling is to speak to actual B2B selling firms. Conversations with sales leaders can help us know where their team struggled, how the team overcame challenges, and where they plan to go next. By speaking with actual B2B sellers regarding their methods of overcoming the COVID-19 pandemic, and its associated limitations on selling, trends and changes can be identified. It is also possible to learn if those adaptations, changes, and technology implementations remained once the pandemic subsided, or if those selling teams simply returned to the old, proven, and known methods that worked. Through their explanations, plans for future technology use can also be identified, and a better sense of the impact of those changes on the sellers can be understood.
TopInterview Questions
To gather information and insights, the authors’ first task was to decide what to ask, how to ask it, and what types of information to review. They developed a questionnaire to help capture live conversations and converted them into transcripts to supplement what they had gathered in the questionnaire. The researchers provided each B2B company with the questionnaire in advance, and the respondents provided their answers to help frame the conversations that they held.
Figure 1.
The questionnaire document used for interviews
Below, Figure 2 illustrates the content of the questionnaire in more detail.
Figure 2. Larger printout of questions for easier reading
TopFirms Selected
The researchers established several criteria for the companies they invited and that accepted to participate in the studies:
- 1.
The firm had to be a seller of products and/or services to other companies, and not directly to consumers (unless they had a secondary business which was direct to consumers), in other words, a B2B vendor.
- 2.
They had to have a substantial salesforce organization, well established, at least with national coverage, or perhaps international, focused on both existing customers as well as new business prospects.
- 3.
They had to be firms that existed well before the COVID-19 pandemic arrived and experienced the event along with the rest of the world.
- 4.
The parties providing information about their experiences and plans had to be senior leaders in sales, marketing, and the firm’s strategic thinking. These leaders were also required to have been with the firm prior to the pandemic to compare B2B selling activities before, during, and after the event.
TopCase Study One: Lou-Rich Manufacturing
Figure 3 provides Lou-Rich Manufacturing’s logo.
Figure 3. Logos of the Innovance and Lou-Rich companies
Innovance is a holding company for several firms, all related to the manufacturing and engineering products they provide to business customers. They are a successful long-standing set of firms devoted to superior customer service and to meeting the needs of their customers. They experienced all the effects of the COVID-19 pandemic, including the need to restrict travel and face-to-face interaction with their clients. As a result, they looked to technology to support their sales efforts and help them continue with their growth plans. Below are some facts about the firm.
Key Terms in this Chapter
Mission Statement: A mission statement is a concise statement that outlines the purpose, goals, and primary activities of an organization. It serves as a guiding force, providing direction and clarity about the organization's reason for existence. Mission statements are intended to communicate the fundamental values and aspirations of the organization to its employees, customers, and other stakeholders (OpenAI, 2023 AU26: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Vision Statement: A vision statement articulates the long-term aspirations and future goals of an organization. It describes the desired future state or the impact the organization aims to achieve. A well-crafted vision statement provides a sense of direction, inspires employees, and helps stakeholders understand the organization's overarching objectives. In summary, core values and mission statements define an organization's identity and purpose, the healthcare industry involves the provision of health-related goods and services, the supply chain represents the processes involved in the production and distribution of goods, and a vision statement outlines an organization's long-term goals and aspirations (OpenAI, 2023 AU28: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Core Values: Core values are fundamental beliefs and principles that guide the behavior, actions, and decisions of an individual or an organization. They represent the core identity and ethical framework that shapes how an entity conducts itself. In the context of a business or organization, core values often serve as a foundation for its culture and play a crucial role in shaping its interactions with stakeholders (OpenAI, 2023 AU24: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Healthcare Industry: The healthcare industry is a broad sector encompassing various goods and services related to the maintenance and improvement of health. It includes hospitals, medical clinics, pharmaceutical companies, biotechnology firms, health insurance providers, and other entities involved in the research, development, manufacturing, and delivery of medical products and services (OpenAI, 2023 AU25: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Supply Chain: A supply chain is a network of organizations, people, activities, information, and resources involved in the production, handling, and distribution of goods or services from the point of origin to the final consumer. In the context of the healthcare industry, the supply chain encompasses the processes involved in the production, distribution, and delivery of medical products, equipment, and services (OpenAI, 2023 AU27: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).