Abstract
There is a future for the profession of business-to-business (B2B) selling that involves different approaches from today's methods. The current methods, tools, and approaches have told a portion of the story, but not the complete story. Many of the most significant changes have yet to be realized, and analysts and consultants see small movements and adaptations that bring them to the conclusion: B2B selling will be different in the not-too-distant future. This chapter attempts to provide this look into the future and the evolving innovative approaches to B2B selling.
TopThe Future Of Business-To-Business Selling
Everyone that studies and focuses on how organizations are changing, how business is evolving, and how technology is playing an expanded role in commerce, agrees that there is a future for business-to-business (B2B) selling that is different from today. The current methods, tools and approaches previously told a portion of the story, but not the complete story. Many of the most significant changes have yet to be realized, and analysts and consultants see small movements and adaptations that bring them to the conclusion: B2B selling will be different in the not-too-distant future. The most respected consultant and analyst firms have published studies that attempt to identify these future B2B selling environments:
Table 1.
Studies that attempt to identify future B2B selling environments
| Title of the Publication | Firm |
| Future of B2B Sales: The Big Reframe | McKinsey & Company (Cruz et al., 2022; Kane, 2023; Moritz & Smaje, 2022) |
| Death of a (B2B) Salesman: Two Years Later | Forrester Research Inc. (Hoar, 2015) |
| The Future of B2B Sales Is Yes/and | Deloitte Touche Tohmatsu Ltd. (Vinogradov, 2023) |
| The Future of B2B Sales | AT Kearney Inc. (Gervet & Oder, 2017) |
| Seller of the Future | Gartner Inc. (Gartner, 2023b) |
| The New World of B2B Sales | Accenture Inc. (Soechtig, 2020) |
None of these reports declares that B2B selling, as a required activity, will go away or fade into the background. Instead, each of them strives to identify in what ways B2B sales will change, what will be required, and what the key ingredients of those changes will look like to leaders of sales organizations.
The academic community has also written extensively about the future of B2B sales. There are many articles that attempt to identify how B2B sales will change, what is needed, and where early signs of those changes are. For examples of these academic forecasts, see (Bond et al., 2020; Cruz et al., 2022; Elhajjar et al., 2023; Simkova & Smutny, 2019)
Consultant, analyst, and researcher work provide evidence that the profession of and need for B2B salespeople will remain. As Kane (2023) pointed out,
Key Terms in this Chapter
Learning: Learning is the process of acquiring knowledge, skills, attitudes or understanding through study, experience, or teaching. It involves the absorption of information and the ability to apply it in different contexts, leading to a change in behavior or capability (OpenAI, 2023 AU44: 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. ).
Stakeholders: Stakeholders are individuals, groups or entities that have an interest or concern in a particular organization, project or system. They can either affect or be affected by the actions, decisions or outcomes related to that entity. Stakeholders may include internal parties, such as employees, management, and shareholders, as well as external parties, such as customers, suppliers, government agencies, communities, and advocacy groups. The interests of stakeholders can vary, ranging from financial gains to social or environmental impacts. Effective stakeholder management involves identifying, analyzing, and engaging with these various stakeholders to understand their expectations, gather feedback, and ensure that the decisions and actions of the organization consider and balance the interests of all relevant parties (OpenAI, 2023 AU46: 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. ).
Consultant and Analyst Firms: Consulting firms are organizations that specialize in providing consultancy services to businesses or individuals. Consultants from these firms offer expert advice and solutions in various areas, including management, strategy, technology, and more. Analyst firms are organizations that specialize in analyzing and providing insights into specific fields or industries. Analysts from these firms often conduct research, gather data, and offer assessments to help clients make informed decisions (OpenAI, 2023 AU43: 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. ).
Machine Learning: Machine learning (ML) is a subset of AI that focuses on the development of algorithms and statistical models that enable computer systems to improve their performance on a specific task over time. Instead of being explicitly programmed for a task, machines use data to learn patterns and make decisions or predictions. The primary goal of machine learning is to develop models that can generalize well to new, unseen data, allowing them to make accurate predictions or decisions in various domains, such as image recognition, natural language processing, and recommendation systems. ML encompasses various techniques, including supervised learning, unsupervised learning, and reinforcement learning (OpenAI, 2023 AU45: 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. ).
Academic Community: The academic community refers to a group of individuals, typically scholars, researchers, students, and educators, who are associated with academic institutions such as universities and colleges. This community engages in intellectual pursuits, research, and the exchange of knowledge within a specific academic discipline (OpenAI, 2023 AU39: 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. ).
Analysts and Consultants: Analysts are professionals who specialize in examining data, trends, and information to provide insights, assessments, and recommendations. They often work in fields such as finance, business, and market research. Consultants are individuals or firms hired to provide expert advice and solutions to organizations. They offer specialized knowledge and guidance to help businesses improve efficiency, solve problems, and achieve their goals (OpenAI, 2023 AU40: 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. ).
Artificial Intelligence: Artificial intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to perform tasks that typically require human intelligence. These tasks include learning, reasoning, problem-solving, perception, and language understanding (OpenAI, 2023 AU41: 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. ).
Buyer Centric: Buyer-centric, also known as customer-centric, refers to a business strategy or approach that places the customer or buyer at the center of decision-making processes, product development, and overall business activities. In a buyer-centric model, the focus is on understanding and meeting the needs, preferences, and expectations of the customer. This approach involves tailoring products, services, and experiences to align with customer requirements, providing excellent customer service, and building long-term relationships. A buyer-centric organization actively listens to customer feedback, adapts to changing customer demands, and seeks to create value for customers throughout their journey with the company. This customer-centric philosophy aims to enhance customer satisfaction, loyalty, and ultimately, the success of the business (OpenAI, 2023 AU42: 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. ).
Systems Thinking: Systems thinking is an approach to problem-solving and analysis that views a system as a complex and interconnected whole, rather than as a collection of isolated parts. It involves understanding how components within a system interact with each other and how the system as a whole interacts with its environment. Systems thinking emphasizes the interrelationships and dependencies among various elements within a system, considering the dynamic and holistic nature of systems. This approach is used to gain insights into complex situations, identify patterns of behavior, and develop strategies for addressing challenges by considering the broader context and the relationships between different components. Systems thinking is applied in various disciplines, including business, engineering, ecology, and social sciences (OpenAI, 2023 AU47: 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. ).