If the year 2022 was full of challenges, 2023 will be even more so, at least if you want to develop your business! The challenge will be to adapt to a rapidly evolving and constantly transforming market. To help you get ahead, here are the 3 challenges of B2B prospecting in 2023.

Satisfying the customer as quickly as possible, taking care of the digitalization of the company and personalizing the relationship with the customer, these three elements are the very foundations of B2B sales in 2023.

1 – Arouse the interest of salespeople and retain their loyalty

Conducting prospecting for the company to which he belongs is the main mission of a sales agent . According to a survey, renewing the skills of salespeople must be a priority for successful B2B prospecting in 2023. However, almost half of BtoB sales directors say that their sales agents cannot handle this task.

For your information, there are more than 200,000 salespeople in France. A figure which proves the scale of the challenge to be taken up in this already very competitive sector. Attracting and retaining salespeople will therefore be the major challenges that companies will have to overcome for the year to come.

To do this, sales departments as well as human resources will have to focus more on optimizing the onboarding of the company's new talents. And for good reason: a salesperson who leaves the brand after only a few weeks of work can impact the company's turnover.

The idea will then be to improve the training and coaching offered to salespeople. You will pay more attention to their progress and development within the company. And your B2B prospecting will be more fruitful!

Tip: personalize the training modules by adapting the programs to the profiles of your company's salespeople.

Also, consider offering more optimal working conditions to your salespeople. They will be able to better carry out their missions and find you the best clients on the market. The objective will be to facilitate their access to relevant information and update it to enrich their knowledge.

According to specialists, successful B2B prospecting in 2023 will focus on the democratization of salespeople's learning with training that is as accessible, flexible as it is interactive. 

2 – Master sales which is increasingly complex

We currently live in a world where BtoB buyers are increasingly knowledgeable. In other words, prospects already know where they are going before contacting a B2B salesperson.

A situation which will continue and which will strengthen with the constant digitalization of the purchasing process. Satisfying the customer as quickly as possible, taking care of the digitalization of the company and personalizing the relationship with the customer, these three elements are the very foundations of B2B sales in 2023. And it must be recognized, these details will make the process more complex for salespeople.

Secondly, you will need to rethink the approach to the customer's purchasing journey , with the aim of improving your commercial efficiency.

Tip: Make sure your salespeople know the different communication channels that can positively influence your customers' purchasing journey.

In a sector where digital and distance learning play an increasingly important role, also plan multi-channel prospecting , personalized and at the same time adapted to your needs. For example, you can start on social networks before moving on to emailing to achieve a lasting collaboration. For better results and simplicity , you can sign with an agency or use dedicated software like that of Magileads .

The challenge to be taken up will therefore focus on the harmonization of the company's communication and its conformity with each channel. You will be able to gain more experience, strengthen the effectiveness of your strategy and succeed in your B2B prospecting.

3 – Personalization of the commercial relationship

Today, personalization is no longer an option , it is the key to B2B prospecting . In 2023, the ultra-personalization of the offers offered to the company's customers will take precedence!

According to a study conducted on LindekIn, more than 73% of salespeople say they do research on their prospects before entering into contact with them.

The diversity of buyer profiles, simplified access to information and the constant development of social selling effectively call for the implementation of a relevant commercial approach. This requires a commercial approach more adapted to the expectations and needs of the company in question.

Sharing reliable and useful information in the context of the commercial opportunity will therefore be the other challenge for salespeople in 2023. To make everything happen, you will have to meet the many needs of your typical buyer.

Advice: Take the time to carefully analyze and understand the situation, the issues and the objectives of the companies you are dealing with.

You can then focus on the generic and cold calling to implement to establish a good commercial relationship with your prospects.

To better understand the behavior of your customers or prospects, the use of Artificial Intelligence is a preferred alternative. It turns out that in 2023, integrating this technology into your B2B prospecting strategy will be particularly recommended. It will maximize the identification of commercial opportunities and the right time in the sales cycle .

For the year 2023, you will also need to keep an eye on the development of conversational analysis tools and technologies. The goal is to boost interactions and exchanges with prospects.

Also, Artificial Intelligence will be a fundamental tool for marketers and salespeople in 2023. With better data processing, marketers will be able to better qualify prospects that salespeople will more easily convert into customers.