Digital Communication Tools Are More Important Than Ever In Sales

BY Jessica Helinski
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How you reach out to buyers has likely undergone a shift. The emergence of COVID-​19 in 2020 changed how most Americans work, and some of those changes have become standard. This is driving salespeople to evolve their outreach methods and practices to use more digital communication tools.

Remote selling is now firmly entrenched in the world of B2B sales. While some offices may reopen and have employees return, others will not. Some will embrace a hybrid approach. Both sellers and buyers are navigating this new work environment. Salespeople need to be mindful of how this change impacts their communication methods as fewer meetings are done in-person.

Get comfortable with a variety of communication tools

Traditionally, face-​to-​face meetings were a go-​to. Now, sellers have to approach outreaches differently. Thankfully, there are a variety of digital communication tools available that can help you effectively engage with buyers when being in-​person isn’t an option.


In an article for Bold​.ceo, Brian Cristiano discusses ways that sellers can communicate in a sales world with less in-​person engagement. One of the digital communication tools he writes about is email. This outreach method has experienced a resurgence in popularity as more people work remotely (no, it’s no longer considered “dead.”)

Email marketing may seem like an outdated strategy,” he writes. “However, it remains one of the top digital activities for most internet users.” Not only is it a top digital activity, but it’s also actually preferred by buyers. SalesFuel’s Voice of the Buyer study found that email is the number one way that buyers want to interact with a salesperson.

If you feel like you don’t have much success with email, it may be time to give your practices a check-​up. Make sure that your emails are aligning with what today’s buyers want and expect, and that you are using best practices each time you send an email. Simple adjustments, from adjusting your subject line to boosting personalization, can greatly impact each email’s success. Check out these past posts from SalesFuel that can help you optimize this digital communication tool.

Case studies

Have you considered sharing case studies with prospects? If not, you’re missing a big opportunity. As Cristiano points out, “Case studies are a crucial tool that helps you capture your client's interest in your services or products as it's quantifiable proof of what your business does.” These studies can communicate so much to prospects by simply showcasing successes you, and clients, have had. Along with discussing dollars saved and money earned, case studies can also include testimonial quotes from satisfied clients. This form of social proof is valuable and can positively impact buying decisions. Measurable results presented alongside glowing testimonials can be a very effective communication tool when you’re unable to win a prospect over in person.

Social media

Of course, no discussion about digital communication tools would be complete without social media. These networks can be effective ways to spread awareness, give bite-​size bits of value, educate, and build relationships. While in the past, reps may have been hesitant to use social selling, the pandemic shed light on just how valuable any form of communication can be.

Cristiano points out that social networks offer the opportunity to deepen relationships. In-​person meetings, even small ones that happen over a cup of coffee, do so much to strengthen a connection between buyer and seller. When these face-​to-​face chats aren’t possible, interactions on social networks can help make up for them. As they are more casual than other digital communication tools, sellers have the chance to build more personal rapport.

Also, while you likely use LinkedIn as an outreach tool, have you considered Instagram? Cristiano makes the case for B2B sellers to hop on this platform. He believes Instagram gives sellers an “opportunity to present your products or services creatively without spending a lot of money. Instagram enables you to host texts, photos, and videos which helps promote B2B engagements.” Visuals can be powerful, and being able to see your face in photos and videos and drive further connection when you can’t meet in-person.

Digital communication tools can bride the divide

Sellers likely will be working with buyers in-​person and remotely into the near future. Changes to the traditional work environment are likely here to stay, and reps should respond by adjusting their tactics. Embracing digital communication tools can drive connections with buyers and provide them value– even when they’re miles away.

Photo by Andrea Piacquadio from Pexels