As the pandemic persists, most B2B companies are finding that selling to current customers has moved to virtual methods — such as connecting remotely using video or telephone — with surprising ease. But acquiring new customers remains extremely difficult. With limited or no opportunity to meet in-person, buyers naturally turn to known, trusted suppliers who already understand their business needs. For sellers, this makes access to prospective buyers the first chokepoint. And if sellers do get access, virtual-only connection makes it difficult to address additional challenges of winning new customers.
By Andris A. Zoltners PK Sinha Sally E. Lorimer for Harvard Business Review
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