The environment in which private businesses buy and sell has undergone a fundamental shift. Previously, limited data on competition and the decision-making power held by a single economic buyer were the norm. However, this is no longer the case with clients increasingly facing challenging buying experiences. B2B organisations are struggling to adapt to these new buying behaviours, as evidenced by our client conversations and market research.
B2B sellers face a multitude of challenges due to macro conditions such as economic and geopolitical uncertainty, remote working limiting the opportunity for face-to-face selling, increased competition, long sales cycles, information overload, and changing customer expectations. Overcoming these challenges requires adaptability, effective communication, personalised approaches, and leveraging technology to stay ahead in the market.
Research indicates that B2B buyers find the buying experience overly complex and challenging, with over 77% reporting their last buying experience as difficult. Additionally, 63% of B2B buyers need to involve multiple stakeholders within their organisation to align on a purchase decision. These insights highlight the need for businesses to streamline their sales processes and enhance customer experiences.
"Research indicates that B2B buyers find the buying experience overly complex and challenging, with over 77% reporting their last buying experience as difficult."
Our Sales Transformation team specialises in helping private equity-backed and privately held businesses navigate these complexities and address their most pressing commercial challenges. What sets us apart from our competitors is the comprehensive support we offer in the commercial transformation space, from strategy to execution. Our services include:
Sales team integration: Our teams embed themselves within clients' sales teams to drive operational performance, provide structure, and offer hands-on coaching to sales leaders.
Sales effectiveness diagnostic: We utilise our proprietary diagnostic tool to help sales leaders identify areas of improvement objectively. This enables businesses to quantify the impact of addressing these gaps on revenue.
Maximising sales technology: We assist businesses in unlocking the full potential of their sales tech investments, such as customer relationship management platforms and sales enablement technology. Our expertise lies in not only implementing these tools but also maximising their effectiveness.
Defining commercial plans: We go beyond strategy and help businesses develop actionable plans to win work in the market. This includes defining a compelling value proposition, clear customer segmentation, and setting sales quotas for representatives.
Private businesses must embrace customer and digital transformation to thrive. By adapting to the changing sales environment, overcoming challenges, and leveraging technology effectively, businesses can drive top and bottom-line growth. At PwC, we’re committed to helping private businesses navigate these transformations and achieve their commercial goals. Contact us today to learn more about how we can support your business's customer and digital transformation journey.
