VS#5: The Human Touch: Why Relationships Still Matter in the Digital Age

As AI prepares to take B2B selling on a high speed chase to the next level in the rapidly evolving digital age, one might ask: do human relationships still matter? As technology advances, never more has this question been front and center. Over the last two decades, traditional forms of communication and interaction have dramatically transformed, paving the way for a more widespread, instantaneous, and convenient means of connection. In this post, we explore why relationships still matter in B2B selling, even amidst the digital revolution, and how nurturing these connections can be a game-changer for modern sellers.

In an era defined by rapid technological advancements and virtual interactions, the significance of 'relationships' in the world of B2B selling remains as steadfast as ever. While the digital age has transformed the way businesses connect and communicate, the human touch of authentic relationships continues to play a pivotal role in driving success. In fact, a recent McKinsey study shows that B2B organizations that are deploying 'hybrid' sales teams which combine digital with in-person interactions are outperforming the digital only companies. So let's break down the importance of the human connection, the so-called art of the relationship and how and why it is so critical to success in 2023 and beyond.

The Value of Trust:

Trust is the bedrock of any successful business relationship. In the B2B space, where complex solutions and substantial investments are involved, building trust is critically important. While digital tools enable quick access to information, they can't replicate the emotional connection and reliability that human interactions provide. In fact, some buyers find the independent research aspect of the buying process confusing and overwhelming. Cultivating trust through face-to-face meetings, meaningful conversations, and consistent follow-ups instills confidence in buyers and positions you as a reliable partner that adds considerable value to the buying process.

Winning B2B companies invest in sophisticated... tactics....disproportionately using hyper-personalization in their outreach (defined as providing unique messages to individual decision makers based on their needs, profile, behaviors, and interactions—both past and predictive)- McKinsey

Personalization and Understanding:

In the digital age, personalization has taken center stage, allowing businesses to tailor their offerings to individual preferences. However, technology can only go so far in understanding nuanced customer needs. Engaging in direct conversations, conducting an interactive and compelling discovery, and developing a deep understanding of the client's challenges, goals, and pain points can lead to more accurate and impactful solutions. Relationships foster empathy, enabling the top sellers to provide personalized recommendations that truly resonate.

Navigating Complex Buying Decisions:

B2B purchases often involve a complex web of decision-makers and influencers within the organization. While digital tools can help identify key stakeholders, building relationships at every level is crucial to winning deals. A well-nurtured relationship can facilitate smoother negotiations, potentially mitigate objections, and accelerate the decision-making process by fostering alignment and consensus among various parties.

Emotional Resonance:

Emotions play an integral role in business decisions, even in the digital age. A strong, human connection can evoke emotions of confidence, comfort, and satisfaction that technology alone cannot replicate. Whether it's a reassuring handshake, a friendly smile, or a genuine expression of interest, these emotional cues can leave a lasting impact and differentiate both your personal and company brand from competitors.

The elements at the next level provide additional types of subjective value, addressing individual buyers’ priorities, whether they are personal (reduced anxiety,?appealing?design and aesthetics) or career related (increased?marketability?or?network expansion.)- Harvard Business Review

This HBR article highlights the emotional components of decision making which sellers need to consider. We often hear about the importance of empathy in developing relationships and to be sure, understanding the emotional impact that a current challenge is bringing to the buyer is critically important. Likewise, if successfully solved, we need to know how will those buyers benefit whether it be company advancement, financial gain and/or general stress relief The sellers that truly love to help people will spend some time learning more here. There is potentially much under the surface of these buying decisions. Think about it, stress in the workplace can be attributed to a variety of factors. Excessive workloads, long working hours, lack of control over job-related decisions, conflicting expectations, and poor management are some of the common causes. In addition, the absence of a support network, workplace bullying, job insecurity, and changes to roles can also contribute to work stress. How much of what is going on below the surface do we truly know? Yes, there is a fine line here, but we need to know as much as possible in terms of the decision drivers for each player in the process.

Digital tools can facilitate ongoing communication, but they can't replace the sense of camaraderie and shared goals that come from nurturing relationships over time.

Long-Term Partnership:

B2B transactions extend beyond the initial sale and often involve long-term partnerships and multiple players on each side. Digital tools can facilitate ongoing communication, but they can't replace the sense of camaraderie and shared goals that come from nurturing relationships over time. Building rapport through regular check-ins, personalized communication, and collaboration strengthens the foundation for a successful, enduring partnership.

Technology Doesn't Close Deals, People Do

Tech + human touch for the win!

Say what you will about technology advancing the buying and selling process, but in complex B2B buying, human interaction is still a must. E-commerce is on the rise in B2B which is great, however no buyer is going to go on a website and commit multiple millions of their company's dollars without bedrock confidence in their decision. The top performing sellers educate and recommend. They close the deals! And they leverage the latest and greatest tools to assist. As I have said many times on the Sales is King Podcast, technology does't close deals, people do!

Conclusion:

As the B2B landscape continues to evolve in the digital age, the value of relationships remains foundational to success. While technology empowers sellers with efficiency and data-driven insights, it is the human element that adds depth, authenticity, and emotional resonance to the sales process. In a world where authenticity and trust are paramount, the timeless power of relationships in B2B selling stands as a testament to the enduring importance of genuine human connections, even in the midst of the AI revolution.

Dan Sixsmith is the SVP, Value at Mediafly, Inc.